Field guides

How to plan a KOL campaign

A creator list is not a campaign. Start with a specific audience and action, then build the brief, disclosure and measurement around them.

Define one job

Choose the primary job: explain the product, drive qualified registrations, support an event, reach a region or sustain post-launch education.

Set one primary measure and a small set of supporting measures before selecting creators.

Select for audience fit

Review audience geography, language, topic history, engagement quality and prior sponsorships. Large reach cannot compensate for the wrong audience.

Check for sudden follower growth, repetitive comments, undisclosed promotions and conflicts with your launch.

Audience match
Content quality
Engagement authenticity
Conflict history

Control claims and disclosures

Give creators approved facts, prohibited claims, required risk language and an escalation contact. Sponsored relationships should be disclosed clearly and where the audience will see them.

Financial-promotion rules can apply to social posts and cross-border campaigns. Confirm the requirements for every market you target before publishing.

Measure quality after reach

Track qualified traffic, registrations, community retention and downstream conversion where appropriate. Keep creator-level links or codes and agree the attribution window.

Review what the audience did and learned—not only how many impressions appeared.

Official references

Requirements vary by market and jurisdiction. Use qualified legal advice for your launch.