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creatorshub

Strategy, return on investment and new formats. Why companies invest in creators more than ever and what makes a brand resilient.

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A small blue shop with giant colourful poppies on its facade stands in the desert as a man in a suit and hat walks past.

Toys"R"Us to build creator studios in selected stores

The returning toy chain is preparing spaces in the US where influencers and toy makers are set to film. At a studio inside a Walmart in Tennessee, creators pay $60 to $100 an hour. An Indian furniture retailer and a Kentucky distillery open their spaces only to creators selected from applications.

Marketing ·

A woman in an orange floral dress leaps over a green hill holding a large bouquet of red roses, with a cobalt sky and a stone house with cypress trees behind her.

Creator engagement barely explains brand recall

Andrew Tindall of System1 names seven global companies betting on brand investment. Unilever, the first of them, engaged more than 50,000 creators at the football World Cup. Yet according to a System1 study with TikTok, creator ad engagement explains only around 0.2% of brand recall.

Marketing ·

A woman in a brown jumper on the phone in a green armchair on a lily pad in the middle of a pond, with a giant yellow flower above her.

Creator video usage rights have no standard terms in the US

Usage rights, a brand’s right to use a creator’s video in ads, have no standard US terms. Digiday says a licence usually runs thirty days and is mostly priced off the media budget. In Czechia, an undefined licence follows the contract’s purpose, or is presumed to cover only Czechia for up to a year.

Marketing ·