Chapter 29: The Case Method for Influencer Programs
Key Takeaways - Structure leads to success: A framework ensures you never miss critical steps from planning to measurement. - The brief is your foundation: A clear, detailed creative brief ensures alignment between the brand and the influencer. - Legal compliance is mandatory: Disclosure requirements (like #ad) must always be followed to preserve trust and follow regulations.
The case method is a structured approach to planning, executing, and measuring influencer campaigns. It provides a repeatable workflow that ensures your programs are strategic and organized.
The Case Method Framework
- Case Brief: Define your specific goals, target audience, and key messages.
- Outreach: Identify, vet, and contact your target partners.
- Collaboration: Work with the creator to develop content that is on-brand but native to their voice.
- Amplification: Promote the content through your own owned and paid channels.
- Measurement: Track the results against your initial KPIs.
The One-Page Influencer Brief
The most important document in the process is the creative brief. It should include: - Campaign Objective: What is the specific goal? - Key Message: What is the one thing the audience must know? - Deliverables: Exactly what content is expected (e.g., "One 60-second Reel"). - Do's and Don'ts: Brand guidelines without being overly restrictive. - Call to Action: What should the audience do next? - Disclosure: Clear instructions on using #ad or paid partnership tags.
Contract Essentials
Professional partnerships require clarity on usage rights (where you can use their content), exclusivity (restricting work for competitors), and clear payment terms. In 2026, performance bonuses for high-performing content are common to align incentives between the brand and the creator.
Global Disclosure Standards
Whether it is the FTC in the US, the ASA in the UK, or the ASCI in India, the rule is the same: commercial relationships must be immediately obvious to the audience. Put "#Ad" in the first line of your caption and the first three seconds of your video.
Chapter 29 Toolkit: The Influencer Case Method
Practical Exercises
Exercise 1: Brief Creation Create a complete creative brief for a new product launch. Ensure the objective is measurable and the target audience description is detailed enough for a creator to understand who they are talking to.
Exercise 2: Outreach Email Template Write a cold outreach email to an influencer. Focus on why you chose them specifically, what the value proposition is for their audience, and what the next step is. Keep it professional, personal, and under 150 words.
DPRI CONNECTION
The case method ensures that influencer programs produce the DPRI outcomes defined in your strategy. It moves influencer marketing from a "guessed" activity to a measured business process.
Next: With a structured plan in place, the next challenge is resources. Chapter 30 covers Budget Optimization—how to make your influencer program work regardless of your company's size.