MOST D2C INFLUENCER CAMPAIGNS WASTE 60% OF BUDGET
Typical failure mode: brand sends product to 20 micro-influencers with no brief, gets 8 posts back, 3 are unusable, none include usage rights for paid media. The influencer posts get 3× better engagement than paid ads but cannot be used as paid creative because the contract did not cover it. This template fixes all of that before it happens.
WHAT'S INSIDE — PREVIEW
01
Section 1 — Campaign context: What is this influencer being asked to do? Objective and deliverables.
Campaign objective · Deliverables
02
Section 2 — Content deliverables: Exact list of what is delivered with platform specs.
Deliverables list · Platform specs
03
Section 3 — Key messages: 3 things the creator must communicate. Plus forbidden claims.
Key messages · Claim guardrails
04
Section 4 — Brand do's and don'ts: Visual and verbal guidelines.
Brand guidelines · Tone · Aesthetics
05
Section 5 — Usage rights: Paid media usage, duration, platforms. The clause most brands forget.
Usage rights · Paid media · Duration
06
Section 6 — Disclosure: FTC/ASA disclosure requirements correctly implemented.
FTC compliance · #ad · Disclosure
07
Rate card (bonus): What to pay at nano, micro, mid-tier, macro, and mega tiers.
Rate benchmarks · Negotiation guide
08
Contract template (bonus): 1-page agreement covering IP, kill fee, revision rights, exclusivity.
Contract · IP · Kill fee · Exclusivity