The Creator Playbook: Six Practical Models For Marketers To Harness The Creator Economy
By Chris Stephenson, Global Head of Strategic Engagement, Omnicom Media Group
A Marketing Playbook for the New Mainstream
The creator economy is no longer niche – it's mainstream. In 2024, it was valued at $250B and is projected to hit $1.49T by 2034, with creators themselves earning $185B this year, up 20% YoY. The single largest source of that income? Brands. The challenge for marketers seeking to capitalize on this phenomenal growth is to do so authentically, consistently, and at scale. Omnicom's Creo – leveraging OMG's Omni platform –provides end-to-end influencer marketing solutions, encompassing creator discovery, content ideation, campaign execution, and performance measurement.
This Playbook outlines six distinct models of brand– creator collaboration, ranging from simple ‘plug-and- play’ tactics to deep, co-created innovation. Each model outlines: (1) brand requirements, (2) the most relevant creators to engage, (3) a hero KPI, and (4) case studies demonstrating impact. Think of it as a ladder of complexity: marketers can start small, but the most significant rewards often come from climbing higher.
01. Driving Performance: Creator-Licensed Ads
Amplify a message, credibly, at scale. Creator content is deployed as paid media (think Meta Partnership Ads, TikTok Spark Ads) to deliver more efficient reach, engagement, and conversion than brand-only creative.
Brand requirements:
• Creator licensing clauses in contracts.
• Media optimization + testing framework.
• Safety/disclosure compliance.
Best creators to use: UGC-style explainers and demo creators, as well as niche problem- solution storytellers.
Hero KPI: ROAS (Return on Ad Spend)
Proof point: Meta claims that their Partnership Ads result in a 296% increase in engagement, a 35% increase in ROAS, and a 19% decrease in CAC compared to brand creative.
02. Borrowing Associations (Amplification & Credibility)
Use this model when you need to tap up creators to lend their associations – be it cultural relevance, authority, or credibility in a topic – to amplify brand messages or shift perceptions.
Brand requirements:
• A one-line POV or claim to amplify.
• Clear content guardrails, but creator freedom.
• Fast approvals + usage rights cleared.
Best creators to use: Macro creators at cultural moments (fashion, lifestyle, ents); Authority creators (scientists, community leaders).
Hero KPI: Earned Media Value – the value of borrowed associations in reach/trust.
Case Studies: Vaseline 'Verified’ (2025 Cannes Lions Social & Creator Grand Prix) tested over 6,000 hacks, then drove 136M+ views of authentic creator content. Chipotle's Mukbang Survival Kit capsule sold out in 55 minutes, with the content around its launch becoming the brand's top social post.
03. Social Commerce & Live Selling
For briefs focusing on a clearer commercial outcome, this model sees creators driving shoppable video and live sessions (TikTok Shop,IG Live, YouTube Shopping), turning influence into direct transactions.
Brand Requirements:
• Catalogue + fulfilment readiness.
• Affiliate structures, coupons, and platform promo stacks.
• Ops for frequency (several lives per week).
Best creators to use: Live-selling hosts, demo creators, beauty/fashion/tech KOLs; Micro creators for niche conversions.
Hero KPI: Gross Merchandise Value (GMV) — total creator-driven sales.
Case Studies: L'Oréal Paris UK “Super Brand Day": £770k+ in one day, 466% weekly lift source. SKIN1004 (K-beauty) TikTok Shop US: the campaign achieved a 31% Purchase Rate on their best-performing creator-led video.
04. The Storytelling Engine: Creator-Led Format Franchises
For a more content-led approach, brands can fund recurring creator-led shows, challenges, or series that audiences regularly return to.
Brand requirements
• A repeatable narrative hook.
• Contracts allowing renewals/derivatives.
• Editorial guardrails.
Best creators: Mid-tier storytellers with proven episodic formats; Niche experts who can "host" a series.
Hero KPI: Watch Time / Completion Rate – which captures the narrative pull of the content.
Case Studies:
SHEBA “The Gravy Race”: watching creator cats (yes) battle head-to-head to finish off a line of gravy led to 10.67% engagement, and +18% sales uplift. McDonald’s #GrimaceShake meme drove 145k+ TikToks, turning a menu item into viral cultural theatre.
05. Community Collaboration & IRL Activation
Here, brands partner with creator-led communities (subreddits, clubs, Discords) to mobilize collective action or IRL activations.
Brand Requirements:
• Authentic community partnerships.
• IRL activation plan (events, workshops).
• Long-tail comms for amplification.
Best creators: Athlete-creators, grassroots leaders, local organizers; Mods/admins of niche communities.
Hero KPI: Participation / Attendance.
Case Studies: Persil x Arsenal WFC "Every Stain Should Be Part of the Game”: stigma-busting workshops, scaled via Arsenal in the Community. LEGO x Women's Football Creators: co-created tournaments + STEM workshops.
06. Product / Edition Co-Creation
Creators and communities design, spec, or co- brand products, limited drops, or hero SKUs.
Brand Requirements:
• Rapid commercialization path.
• Legal/royalty structures.
• Feedback mechanics (votes, waitlists,
pre-orders).
Best creators: Designers, food, fashion, gaming makers; mods with authority in niche spaces.
Hero KPI: Sell-Through% / Sell-Out Speed as the ultimate demand signal.
Case Studies: adidas “Superstar Concha”: 200M+ views, sold out in a week, #1 LATAM best-seller. Škoda “Redditor Edit” collaborated with a subreddit community to crowd-source and design their perfect Octavia special edition.
Not If, but How
These six models unlock the range of possibilities for engaging and collaborating with creators to drive marketing outcomes and transform experiences for audiences. Because this choice is no longer if, but how to partner with creators.