Building a scalable creator governance and affiliate operating model
Opportunity
Our global multi-portfolio client operated individual campaigns with no more than 30-40 creators. Wanting to significantly scale their influencer marketing capability, they contacted us to help them design, operationalise, and monitor an end-to-end creator governance framework for a large-scale affiliate programme with 300-400 creators.
Solution
We collaborated with brand, legal, agency and tech partners to build a scalable governance framework, introducing clear processes, responsibilities and reporting. We improved AI moderation for creator content, refining risk definitions and increasing accuracy, enabling the programme to process higher volumes of content whilst maintaining the same high standard.
Results
The impact was significant: Campaigns generated an average £40,000 monthly GMV, supporting hundreds of creators making up to 1100 videos per campaign.
At the same time, content identified as ‘at-risk’ reduced from approximately 50% before the governance process was established to around 3%, delivering a 97% compliance rate.
To learn more about how the Responsible Marketing Advisory can work with you to transform your business, check out our services, our team, or contact us today!