24 articles
Strategy and planning
How to plan influencer marketing that sells, from first pilot to always-on programme.
- Strategy and planningCreator co-created products: deal structures, royalties and risks for Indian brandsHow creator co-created products and co-branded collabs work in India: deal structures, royalty basics, how to test demand and the risks to contract for.
- Strategy and planningBuilding an in-house influencer marketing team: roles, tools, costs and when to outsourceHow to build an in-house influencer marketing team in India: roles to hire first, tool categories, how to cost headcount without guessing and when to outsource.
- Strategy and planningHow to run an influencer pilot: size, duration, what to test and when to scaleHow to run an influencer marketing pilot in India: how many creators, how long, what to test, the success criteria to write first and when to scale or stop.
- Strategy and planningInfluencer crisis management: what to do when a creator post goes wrongInfluencer crisis management for Indian brands: the first hour, takedown requests, statements, ASCI complaints, contract clauses and a worked example.
- Strategy and planningInfluencer marketing mistakes that cost Indian brands money, and the fix for eachTwelve influencer marketing mistakes Indian brands make, what each costs in rupees or lost learning, and the specific fix to apply before your next campaign.
- Strategy and planningInfluencer marketing RFP template: a request for proposal to send agencies, with scoringAn influencer marketing RFP template for Indian brands: sections to copy, a cost sheet, two-stage scoring and a worked example to choose an agency fairly.
- Strategy and planningInfluencer marketing for employer branding: hiring content with employee and creator voicesInfluencer marketing for employer branding in India: employee and creator voices, hiring content, ASCI disclosure for employees and tracking applications.
- Strategy and planningInfluencer marketing for retail footfall: store visits, local creators and how to measure themInfluencer marketing for retail footfall in India: cast by catchment, ready the store, run creator ads near each outlet and measure with matched stores.
- Strategy and planningInfluencer marketing in tier 2 and tier 3 cities: what changes, what it costs and how to test itInfluencer marketing in tier 2 and tier 3 cities in India: engagement and cost by city tier, what changes in language and logistics, and a three-city test plan.
- Strategy and planningAlways-on vs campaign influencer marketing: budgets, calendars and when to use eachAlways-on vs campaign influencer marketing in India: how to split an annual creator budget, plan a calendar and choose bursts, a steady programme or both.
- Strategy and planningHow many influencers do you need? The maths from reach and frequencyHow many influencers do you need for a campaign in India? A four-line formula from reach and frequency goals, three worked examples and the caps on it.
- Strategy and planningHow to choose an influencer marketing agency in IndiaHow to choose an influencer marketing agency in India: what agencies do, agency vs platform vs in-house, 15 questions, red flags and a 100-point scoring sheet.
- Strategy and planningInfluencer campaign brief template: a fill-in brief creators actually followInfluencer campaign brief template for India: 24 fields to fill in, good vs bad brief lines, a one-page creator version, checklists and do's and don'ts.
- Strategy and planningInfluencer marketing strategy: a step-by-step plan from objective to reportBuild an influencer marketing strategy in nine steps, from objective, budget and creator mix to contracts, timeline and reporting, with a one-page template.
- Strategy and planningInfluencer marketing for small business in India: how to start on a small budgetInfluencer marketing for small business in India: what ₹25,000 to ₹2 lakh buys, how to find local creators, when barter works and what to measure.
- Strategy and planningInfluencer marketing for startups in India: what to do before and after product-market fitInfluencer marketing for startups in India: how pre-PMF tests differ from growth-stage scaling, where founder-led creators fit and how to set a CAC ceiling.
- Strategy and planningInfluencer marketing vs affiliate marketing: fees, commission and trackingInfluencer marketing vs affiliate marketing in India: fee versus commission maths, hybrid deal structures, tracking gaps and when each model fits your brand.
- Strategy and planningInfluencer marketing vs brand ambassador programmes: one-off or long-term?Influencer marketing vs brand ambassador programmes in India: when to book one-off posts, when to sign long-term deals, and what the contract should say.
- Strategy and planningInfluencer marketing vs celebrity endorsement: trust, cost, control and legal riskInfluencer marketing vs celebrity endorsement in India: cost, trust, control and risk compared, who is liable under CCPA and ASCI rules, and a checklist.
- Strategy and planningInfluencer marketing vs paid ads: when each wins and how to combine themInfluencer marketing vs paid ads in India: a decision table for when each wins, a fair way to compare cost per result, and how creator ads combine the two.
- Strategy and planningMicro vs macro influencers: which works for your brandMicro vs macro influencers in India: reach, engagement, cost per Reel, trust and control compared, plus when to mix tiers and three sample budget splits.
- Strategy and planningRegional vs national influencer campaigns: when to split by language and how to budgetRegional vs national influencer campaigns in India: signals that justify language-by-language plans, how to split budgets and a test that reads each market.
- Strategy and planningTop influencer marketing agencies in India: an honest listTop influencer marketing agencies in India: 12 firms profiled neutrally from their own websites, our method, a comparison table and how to choose one.
- Strategy and planningUGC vs influencer marketing: differences, costs, rights and when to use eachUGC vs influencer marketing in India: how they differ, what each costs, who owns the rights, when to use which and how to combine both in Meta and YouTube ads.
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