The challenge

Vibric worked with sixty creators a year and could not tell you which of them worked. Fees were negotiated one at a time, briefs were a paragraph in a direct message, and results were screenshots of view counts.

It was a real channel being run as a favour economy.

What we did

We gave the programme the things every other media line already had: a written brief, a rate card banded by audience and format, tracked links, and a monthly report in the same shape as the paid social one.

• A rate card, so fees stop being a negotiation each time
• One brief template, with the non-negotiables named
• Tracked links and codes on every placement
• Reporting that sits beside paid, not apart from it

The outcome

Cost per acquisition through creators came in below paid social for the first time, and the roster shrank from sixty to twenty-two — the twenty-two who were always doing the work.

Creators prefer it too. A clear brief and a published rate turn out to be worth more than a flexible one.