Crafted

This week, we want to highlight VH Portfolio Company Crafted - a UGC platform for consumer and retail brands that creates high-converting video content. Learn more about Crafted at usecrafted.com And reach out to us if you're an investor who would like to be connected with the team. ?? #portfolio #vc #founders #tech #investing

How to set your influencer marketing budget based on content volume and viewership goals?? We developed this pricing model because we saw a massive opportunity to streamline influencer marketing and make it more efficient. Think.........media buy vs. clunky talent partnerships This framework is most useful for brands working with Crafted, but we encourage agencies and marketers to borrow elements to improve budget planning and influencer negotiations. I'm excited for the industry to become more and more performance driven :) Will link free calculator in comments! ??

How to set a retailer focused influencer campaign budget ?? Based on number of doors you're driving to. Assumptions: ?? 1k organic influencer views will move 1 unit per store per week. ?? Your influencers will average 9090 viewership output at an avg. cost of $500 per post. ?? For this to work, you need to be in a minimum of 110 doors in 1 region. Save this post next time you need a starting point for budget setting — anchored with actual desired sales outcomes. Will link free calculator in comments! Crafted

The larger the brand, the larger the influencer. Which obviously makes sense! Bigger budgets unlock more influential talent with bigger reach. But you can't ignore the nano and micros in addition to these large activations. What I call the "groundswell approach" of your creator strategy. ?? Reach tons of highly engaged audiences ?? Optimize for volume ?? Then amplify with paid Even brands who understand this shy away from this strategy because it's so painful to run. Like herding cats. But you can just call Crafted ??♀?

MEET GEN Z AT THE MALL ?? I've said this before and I'll say it again: ??? Gen Z do product discovery and research online but prefer to make purchases in physical stores. ?? They value convenience and good prices. ?? Social media pretty much runs their lives. Brands that can master their digital marketing strategies to drive IN-STORE sales (as well as all other channels as part of their 'unified commerce' strategy) will win. CNBC Crafted

We are thrilled to share that our founders have been recognized by Forbes 30 Under 30 for the Marketing & Advertising category! Sarah Nesheim Todd Baldwin

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" 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.