Regional Creator Program for a D2C Brand
A fast-growing D2C brand had saturated metro creator channels and needed authentic reach in Bharat — without losing brand safety or message consistency.
Challenge
Metro influencer CPMs were rising while conversion in target growth states remained underdeveloped. The brand lacked a repeatable model for vernacular creator governance.
Approach
We built a tiered creator program: category-fit screening, regional language content templates, approval workflows, and KPI definitions tied to engagement quality—not vanity views alone.
Execution
- 40+ creators across six states - Vernacular scripts aligned to product benefits - Whitelisting and usage rights structured upfront - Monthly performance reviews with creator tier adjustments
Outcome
Cost per engaged viewer improved versus prior metro campaigns. The client scaled the program into a always-on regional layer alongside national brand campaigns.