Three creator campaigns run in different markets and formats: a tiered TikTok package, a YouTube placement, and a Chinese-language campaign that ran on WeChat rather than any Western platform. The last one is the most instructive, because it is the case where none of the usual channels applied.
Mirrorworld: a tiered TikTok package
Four integrated placements structured by audience size rather than by name recognition. One creator at 100,000 to 200,000 followers, one at 50,000 to 100,000, and two between 10,000 and 40,000. The campaign ran across five to ten days including pitching, agreement and production of each video.
Tiering exists because reach and conversion do not move together. The largest account produces the impression count that goes in the report, and the smaller ones usually produce the comments worth reading. Buying only the top tier is how a campaign gets a good number and no conversation.
BitYard: a YouTube placement
A single video placement on an exchange campaign. YouTube is the slowest of the creator formats to report and the longest to keep working, because the video continues accumulating views for months after payment. Judging it against a TikTok campaign at the one-week mark will always flatter the TikTok.
Pirates World: a Chinese campaign on WeChat
A GameFi and NFT project needed investors in China and a Chinese-speaking community, which rules out every channel a Western campaign would use. A creator produced a video, and that video plus a QR code to the project site was distributed across more than 7,000 WeChat communities, supported by articles on 12 forum media outlets.
The QR code is the detail that matters. WeChat does not behave like an open web platform, and a campaign designed around clickable links simply does not function inside it. Regional campaigns fail more often on mechanics like this than on translation quality.
What these three say about creator selection
Format determines the reporting window, and market determines the mechanics. A tiered TikTok package reports in days, a YouTube placement reports over months, and a WeChat campaign reports in a way that Western analytics cannot see at all.
The vetting standard is the same across all three: engagement relative to audience size, and whether that engagement is genuine. Our screened network averages 1.70 percent across 87 accounts, and networks quoting several times that across hundreds of accounts are measuring something else. Our guide to influencer channels compared covers what each format actually buys.
For the current service, see crypto influencer marketing.
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Other case studies
Campaigns grouped by discipline: PR, paid advertising, community, forum and airdrop, content production.