Creator campaign briefing checklist
Define objectives, deliverables and evaluation criteria before choosing your casting.
1. Objective and audience
What decision or behavior should the campaign encourage? Specify country, language, community and game context. Separate awareness, trial and conversion: each objective needs a different reading of results.
2. Casting and creator roles
Decide whether you need hosting, commentary, gameplay, reviews or short-form content. Consider game knowledge, voice, community and brand fit before comparing reach. In the Waylay example, different creators filled distinct roles in the same launch.
3. Deliverables and distribution
List platform, format, quantity, expected length, publishing window and destination links. Distinguish creator-channel posts, event appearances and assets for brand channels.
4. Rights and boundaries
Ask which uses are included: reposting, editing, paid amplification, territory, usage period and any exclusivity. Identify brand restrictions, advertising disclosures, available materials and approval requirements.
5. Operations and budget
Include key dates, owners, approval steps and available budget range. Casting, production complexity, physical attendance, usage rights and exclusivity change scope; one price list cannot represent every project.
6. Reporting and criteria
Agree which deliverables will be documented and which metrics each platform provides. Separate reach from impressions, views from unique viewers and clicks from sales. Conversion attribution requires a measurement plan before launch.