Creators
70% of creator budget was producing zero measurable return.
A haircare brand was spending GBP 12K/month on 40+ creator relationships with no per-creator ROI tracking.
UK Haircare Brand - Haircare
70%
Budget waste identified
+85%
Creator revenue
-60%
Cost per sale
The challenge
GBP 12K/month spread across 40+ creators. No performance tracking beyond likes and comments. No way to know which creators drove actual sales. Budget allocation based on follower count, not commercial value.
The approach
Built creator profitability system: per-creator attribution tracking, engagement-to-conversion analysis, ROI-based budget reallocation model, automated performance dashboards.
The outcomes
- Identified that 70% of spend produced no measurable commercial return
- Reallocated budget to top 12 creators
- Creator-attributed revenue increased by 85%
- Cost per creator-attributed sale reduced by 60%
"We thought we had a creator strategy. We had a creator spend habit. The audit showed us the difference."
Brand Manager, UK Haircare Brand