Crafted

How to write the perfect brief for drive-to-retail influencer content?? The Stonewall Kitchen Family of Brands brief was a 10/10 for three main reasons: 1?? Brevity: No fluff, just what creators need to deliver great content. 2?? Clarity: The messaging was crystal clear, leaving zero room for confusion. 3?? Emphasis: Smart use of bolding, repetition, and highlights to call out the key points. Sometimes — especially for drive-to-retail campaigns — our clients have specific creative needs, satisfied with a formulaic approach. Keeping the call-to-action simple and ensuring the content aligns with their commitments to retail partners. This brief nailed it ?? Shout out to Hannah Aisling who wrote this work of art! cc Matthew Robertson Crafted Simple, actionable, and effective in driving customers to the store. Also... if you don't have this jam in your fridge....why??? ?????? Want this brief template for your next campaign? Comment "brief" in the and I’ll send it your way ??

Sometimes your audio gets f*cked and you have to reshoot... and sometimes you slap AI on it and call it a day! And sometimes you ramble and need to 2x the video speed lol. The pain of going back and forth on influencer prospects is something I felt firsthand when we were running campaigns for clients manually before building Crafted This is not a knock on agencies — we deeply appreciate you and currently do / want to partner with you. This is a celebration of technology! Let's work together to remove these inefficiencies and make everyone's lives easier ??

"We've been wanting to use drive-to-retail influencers but haven't had the capabilities." This is verbatim what a client told me before signing up with us. This is a 30+ year old company with robust content / influencer / DTC protocol. You need a separate influencer process to create retail-focused content to please your buyers and drive velocity. While many of our clients use Crafted for all of their influencer work, some just carve out retail content for us. Whatever you do, just be aware that these campaigns can be logistical nightmares ?

We all know the power of user-generated content (remember the TikTok video of Nathan Apodaca?drinking the Ocean Spray while lip synching to Fleetwood Mac?). An authentically made social media post from a customer touting your brand can drive more traffic to the shelf that most promotional videos that you can make. But generating this kind of content at scale can be a challenge for emerging brands; it either requires too much work doing it on your own, or costs to much to hire an influencer agency. Crafted aims to solve this problem with a service that helps brands create their own user-generated content at scale to drive sales of CPG products at the store shelves by enlisting an army of local influencers that create authentic content around their brands. ECRM's Joseph Tarnowski spoke with Crafted Co-Founder Sarah Nesheim to discuss how user-generated content helps moves products from retail shelves into shoppers' baskets, and how brands can leverage the Crafted platform to tap into the power of user-generated content for their products. #socialmedia #marketing #cpg #content #ecrmrangeme Vir S.