1. MASTER
CLASS
LOS ANGELES, CA ~ APRIL 11 - 12, 2024
DIGIMARCONWEST.COM | #DigiMarConWest
Corinne Rose Guirgis
DIRECTOR OF STRATEGY
CURIUM AGENCY
Creator / Influencer
Strategy Master Class

2. Mastering the
Creator Economy:
Building Influential
Campaigns in a
Democratized
Digital World
Led by: Corinne Rose Guirgis,
director of Strategy @ Curium
Agency and Founderof Shai Media

3. A LITTLE
ABOUT ME
I’m not a regular marketer, I’m a
cool marketer (just kidding, I just
help brands be cool on the
Internet)

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5. KEY PILLARS OF TODAY’S CULTURE OF
INFLUENCE
Authenticity &
Accessibility
Community &
Connection
Positivity &
Humor
Integration &
Inclusion
Cultural
Relevance
Pragmatic
Approach
Social Good
Content should feel
real and relatable as
consumers want
transparency
Help foster
authentic
connections and
build community
between others
Counter negativity and
news with humor, don’t
take yourself too
seriously
Create inclusive
spaces for people
to belong
Align with
current trends
Immerse in
culture
authentically
Focus on value
over loyalty
Appeal to
practical
purchase habits
Reflect consumer
values
Stand for more
than just sales

6. PART 1: A BRIEF HISTORY OF INFLUENCE

7. CYCLE OF
INFLUENCE
THE
MARKET
THE
MESSAGE
THE
MESSENGER
THE
MEDIUM
MAPPING MODERN MEDIA –
4 M’S OF INFLUENCE
The cycle of influence has
four key elements:
• The Message
• The Medium
• The Messenger
• The Market
Looking at influencer
marketing through history
shows how these
elements have shifted
over time.
Who is the
intended
audience or
end user?
Who is doing the sharing?
What is the content being shared?
What
platforms is it
being shared
on?

8. CYCLE OF
INFLUENCE
THE
MARKET
THE
MESSAGE
THE
MESSENGER
THE
MEDIUM
PHASE 1: PRE-ONLINE ERA OF INFLUENCER
(PRE-2008)
Pre-internet
influence was
centralized with
media and
celebrities. Limited
options but high
impressions.
Gen pop
with access
to and
interest in
mainstream
media
Unilateral & Controlled
Producers, publicists & journalists
Typically Boomer & Gen X
News
outlets
Tabloid
Magazines
Reality
Television

9. CYCLE OF
INFLUENCE
THE
MARKET
THE
MESSAGE
THE
MESSENGER
THE
MEDIUM
Early online
influence just
moved traditional
media online. More
user voices
emerged.
PHASE 2: TRADITIONAL INFLUENCE GOES ONLINE
(~2008-2014)
Millennial Adults
in early
20s to mid 30s
New Parents
Curated but open to user input
Shareable & accessible
Millennial Journalists & Bloggers; Photographers
Early Adopter Celebrities
Online
Publications
Facebook,
Twitter,
YouTube

10. PHASE 3: GATEKEPT SOCIAL INFLUENCE ERA
(2015 – 2019)
CYCLE OF
INFLUENCE
THE
MARKET
THE
MESSAGE
THE
MESSENGER
THE
MEDIUM
Cross
demographic,
native digital
users, platform
dependent
Interactive, independent, influential
Polished and well curated
Creators & Influencers – all ages,
millennial focus
Social Video -
Instagram,
Snapchat
Twitch,
TikTok
Social media opened
up influence
opportunities.
Influencers gained
reach. Authenticity
posed a challenge.

11. CYCLE OF
INFLUENCE
THE
MARKET
THE
MESSAGE
THE
MESSENGER
THE
MEDIUM
PHASE 4: THE DEMOCRATIZATION OF INFLUENCE
(2020-2024)
Millennials, Gen Z’s and “Z-
lennials” aged 16 – 25
THE MESSENGERS ARE THE
MARKET – THE CONSUMERS ARE
THE CREATORS
Creator fueled & owned
Limitless & unregulated
Authentic, unpolished & raw
IG, Twitch,
TikTok &
BeReal
NFTs, Web3
& The
Metaverse
Now everyone can be
an influencer.
Consumers are
creators. Emphasis on
authenticity. Brands
must adapt.

13. PART 2: Crafting Your
Creator Strategy

14. DEFINING
OBJECTIVES AND
UNDERSTANDING
YOUR AUDIENCE
Adapt to New
Cool:
Understand that what's cool has changed; 50% of kids are now content
creators.
Align your strategy with the current 'cool', which values originality and
impact.
Engage With Their
Internet:
Don’t just post; immerse yourself in their digital world.
Conduct market research by observing platform trends and creator content.
Cultural Shifts and
Nuances:
Note changes in gender norms and what's considered 'cool'.
Recognize the rise of content creators from 'basement gamers' to sought-
after influencers.
In-Depth Audience
Understanding:
Avoid traditional interest boxes; the digital culture has evolved.
Discover what your audience truly values, such as authenticity and social
good.
Embrace the
Algorithmic Shift:
Recognize the move from network to interest graphs, inspired by TikTok.
Tailor content to audience interests, not just age/gender.
Go Beyond
Demographics:
Dive into psychographics: values, attitudes, interests.
Explore behavioral insights: online habits, content interaction.
Setting Clear
Goals:
Define specific, measurable objectives.
Align goals with audience needs and behaviors.

16. Choosing
Platforms
and Content
Formats
Audience Engagement:
Identify platforms where your audience is
most active.
Analyze engagement metrics: likes,
comments, shares.
Content Format Selection:
Match content type to platform strengths
(e.g., video for YouTube).
Consider audience preference: long-form,
short-form, images, text, video.
Platform Strengths:
Utilize video-first platforms for dynamic
storytelling.
Leverage text-rich platforms for detailed
narratives.
Message Nature:
Align serious, informative messages with
professional networks.
Pair entertaining, casual content with more
visual, informal platforms.
Cross-Platform Synergy:
Create content adaptable across different
platforms.
Ensure consistent messaging with platform-
specific tweaks.
Trend Adaptation:
Stay updated with emerging platforms and
formats.
Innovate with new formats to stay ahead of
trends.

17. GREATER ROLE FOR SHORT FORM VIDEO
Cultural Relevance
Tapping into current trends and formats
keeps your brand fresh and resonant with
younger demographics
Omnichannel Marketing
Distribute short videos across
multiple platforms to maximize reach
and frequency
Data & Testing
Viewership metrics and built-in testing
features allow you to iterate and
optimize your short video content across
channels
Short-form vertical video has become ubiquitous across social media.
Platforms like TikTok, YouTube Shorts, and Instagram Reels meet modern consumers' demand for
bite-sized, entertaining content. Leveraging these channels benefits brands through:
Wider Use
Repurpose influencer content into
short videos to extend their value
and get more mileage from your
collaborations
Getting your brand in front of new audiences on emerging video platforms, while also
interconnecting with existing marketing, is essential for continued relevance and growth.
Short-form video provides engaging new canvases for brands to create moments that matter.

18. IG REELS
Build frequency with existing on-
platform audience (one of the
world’s largest and most engaged)
and introduce them to new
content
TIKTOK
Reach new culturally-relevant audiences
whose average daily sessions on-
platform are notably longer than
competitors
YOUTUBE SHORTS
Capitalize on YouTube’s competitive
rates, robust consumer interest targeting
and algorithmic prioritization of Shorts
as their answer to TikTok
SHORT FORM VIDEO BY PLATFORM
Each short-form video channel offers unique opportunities to grab attention, engage mobile-first users, and
complement your existing marketing mix.

20. Building a Creative Territory That Lands
Identify the
Conversation:
•Monitor social
platforms for
trending
topics within
your niche.
•Use hashtags,
keywords, and
influencer
content to
gauge current
discussions.
Social
Listening:
•Leverage tools
for real-time
monitoring of
brand
mentions and
sentiments.
•Observe
audience
reactions to
similar
products or
campaigns.
Insightful Deep
Dives:
•Analyze data
for patterns in
behavior and
preferences.
•Dive into
comment
sections and
forums for
unfiltered
audience
opinions.
Narrative
Selection:
•Craft stories
that reflect
audience
values and
interests.
•Align
narratives
with ongoing
conversations
for organic
engagement.
Content
Resonance:
•Test content
themes with
focus groups
or small
audience
segments.
•Adapt based
on feedback
for stronger
resonance
with the
target market.
Joining the
Dialogue:
•Engage with
audiences by
contributing
to existing
online
discussions.
•Create
content that
adds value
and
perspective to
the
conversation.
Influence and
Engage:
•Use insights
to develop
narratives
that not only
join but steer
conversations.
•Position the
brand as a
thought
leader and
influencer in
its own right

21. THE IMPACT
• Tailored messages to emphasize the novelty and authentic appeal of
Pure Leaf Iced Teas by aligning the "real brewed iced tea" message
with the younger woman's thirst for "realness" online.
• Focused on the ease of integrating Pure Leaf into her daily routine
and creating a connection.
• Engaged 2 Macro/Mega influencers and 24 nano influencers
representing a wide variety of ages, ethnicities, and personal
experiences to bring content volume and momentum to the 'Say Yes
to Real' conversation in a cost-effective way.
THE ANSWER
Revitalize the Pure Leaf Iced Tea
business by expanding appeal
beyond their core user base into a
younger demographic of women
aged 25-34, showcasing the
product benefits and flavour lineup,
including the new blackberry
flavour.
THE ASK
CASE STUDY -PURE LEAF ”YES TO REAL”
23%
Increase in
Positive
Sentiment,
higher than
traditional brand
messages
15x
+6.9 pts
Higher
engagement
than traditional
brand
messages
Ad recall
+1.5 pts
Top of mind awareness
+2.3 pts
Intent to purchase

23. SELECTING AND VETTING CREATORS:
•Do: Assess creator's genuine passion for your product category.
•Don't: Choose creators who frequently switch niches for endorsements.
Authenticity Check:
•Do: Partner with creators who embody your brand’s ethos.
•Don't: Compromise on value-fit for the sake of reach.
Brand Values Alignment:
•Do: Look for creators with high interaction rates, not just follower counts.
•Don't: Ignore the context of engagement—positive vs. negative interactions.
Audience Engagement:
•Do: Review their content history for quality and consistency.
•Don't: Overlook past controversies or off-brand messages.
Content Consistency:
•Do: Select creators open to co-creating content, not just dictating terms.
•Don't: Engage with influencers who are rigid in content creation.
Collaboration Willingness:
•Do: Choose creators who are transparent about partnerships.
•Don't: Partner with those who have a history of undisclosed sponsorships.
Transparency and
Trustworthiness:

24. INFLUENCER MARKETING:
EVOLVING USE CASES
Influencer marketing is now no longer just about awareness.
It’s about consideration, community & content creation.
Influencers have become affordable content studios for brands
and do so in ways that can be even more impactful and cost
effective than large ad studios - because they know their
community and they have their finger on the pulse of culture.

25. SHIFTING SCALE OF
INFLUENCE MEGA & MACRO
TO CREATOR (MICRO/NANO)
• Micro and nano influencers
are more impactful than mega
influencers now when it
comes to engagement and
authenticity.
• Data suggests consumers are
more likely to see micro-
influencer as ‘someone like
me’, driving credibility and
relatability
• As a generation that grew up
as creators, many young
micro-influencers create high
quality content that feels
native to the platform

26. RISE OF THE NANO AND USER-GENERATED CREATOR

27. A FINE LINE: NANO
CREATORS MEET UGC
Brands can and should use real customer
content just like influencer content. This
performs well and platforms reward it.
The line between creators and consumers
is blurring. User generated content is very
powerful for EARNING CONSUMER TRUST

29. NEGOTIATING WITH
CREATORS: KEY
CONSIDERATIONS
collaboration Terms:
Define clear objectives and deliverables.
Set expectations for communication and
deadlines.
Gifts vs. Payment:
Offer gifts for smaller engagements or
content with less distribution.
Provide payment for larger campaigns or
exclusive rights.
Usage Rights & Exclusivity:
Negotiate terms for content usage across
media channels.
Discuss exclusivity periods to protect
brand campaigns.
Creator Briefing:
Include a slide that personalizes the brief,
explaining your choice.
Encourage creators’ input to reflect their
style and audience preferences.
Creative Freedom:
Trust creators’ expertise in content that
resonates with their audience.
Allow flexibility within brand guidelines to
foster authenticity.

30. MEASURING SUCCESS AND KNOWING WHEN TO PIVOT
Set Realistic Expectations:
Define clear, achievable KPIs based on campaign objectives.
Align expectations with the creator during the briefing.
Measure Success:
Regularly track metrics against your objectives.
Use analytics tools for performance insights.
Adaptability is Key:
Stay ready to pivot strategies based on real-time data.
Foster a culture of flexibility and continuous improvement.
Feedback Loop:
Encourage creators to share insights and audience feedback.
Integrate their input into campaign adjustments.
Real-Time Adjustments:
Be proactive in modifying content based on engagement levels.
Tweak calls to action or incentives, like shifting to a giveaway if needed.
Collaborative Modifications:
Work with creators to refine tactics—make changes together.
Validate the new approach with data and audience reception.
Phase-wise Approach:
Implement changes in phases if immediate pivoting isn't feasible.
Assess the impact of each phase to guide the next steps.

31. RETHINKING
INFLUENCER
SUCCESS
Winning on TikTok and YouTube
Shorts can't be measured apples-to-
apples against reach and
impressions on mature platforms
like Facebook and Instagram. In
today's digital landscape, reaching
audiences WHERE they are most
socially engaged is just as crucial as
reaching the masses.
Can’t Measure Apples to Apples
While measurement metrics differ
across channels, exposing your
brand to new demographics in a
culturally relevant way expands your
impact. And forgoing these trending
platforms risks missing a generation
of emerging consumer power and
influence.
Younger, influential audiences skew
toward short-form vertical video
platforms. Meeting these digital
natives where they spend time and
communicate on their terms is
increasingly vital for brands.
Meet Audiences Where they Are
Influencer success today means
showing up authentically wherever
attention is shifting—even if it looks
different. Your presence and
resonance with audiences matters
more than pure scale.
Prioritize Authenticity
Keep up with Culture

33. THANK YOU!
SCAN TO
CONNECT WITH ME