What to decide first
Start with the campaign objective and audience. Assess relevant audience data and recent content, then agree the creative idea, deliverables, languages, publication dates, approval process, usage and reporting. A follower total alone cannot answer those questions.
1. Build the shortlist around audience fit
Describe who the campaign should reach in Saudi Arabia and why they would care about the product or story. Ask shortlisted creators for relevant, recent audience information and the period it covers. Where available, review audience locations, content performance and examples of comparable work.
Read and watch the content yourself. Consider the creator’s language, tone, storytelling and relationship with their audience. Review how previous commercial partnerships have been presented. Separate what the available evidence supports from assumptions about who might see a future post.
2. Give the creator a clear idea and room to deliver it
Specify the main message, verified product details and the response you want from the audience. Show the brand elements that must be present and the points that need approval. Leave room for the creator’s established style where it serves the brief.
Decide whether the collaboration needs creator-produced content, an agency production or both. A filmed appearance, an interview and a post published on a creator’s account are different deliverables. Do not assume one includes the others.
- Content: number of posts, stories, films or appearances.
- Formats: duration, aspect ratio, captions and language versions.
- Publication: account, channel, date and any agreed availability period.
- Production: location, product delivery, crew and who supplies the final files.
3. Make responsibilities and usage explicit
Set out the approval stages, revision allowance, publication responsibilities and reporting requirements. Agree what happens if production dates change or a product is unavailable. Confirm the people responsible for reviewing disclosure, permissions and any applicable project requirements before publication.
A creator’s post and a brand’s right to reuse that content are separate scope questions. Discuss the channels, territory and period of use, as well as paid promotion, editing, translations and any category exclusivity. Record the agreed terms in the project contract rather than relying on an informal assumption.
4. Agree the review before the content goes live
Choose measures that connect to the objective and can actually be obtained. These may include reach, views, viewing time, saves, relevant visits or enquiries. Define the reporting date and request platform data where available, with the metric definitions and reporting period made clear.
Avoid combining unlike metrics into one headline number. Views and people reached describe different things, and totals across several accounts may include the same person more than once. If a campaign includes paid distribution, ask for organic and paid results to be identified where the reporting permits.
5. Send a brief that can become a proposal
Include the brand, objective, intended audience, proposed dates, budget range, desired creators or selection criteria, deliverables and intended usage. Note which decisions are open so the agency can propose options rather than guessing.
LAREINE Arabia can combine influencer campaign planning with talent coordination, creative production and social content. Availability, representation, commercial terms and responsibilities are confirmed for each project. A person’s appearance in our editorial interviews does not itself establish a talent representation agreement.
Your brief outline
- Brand and campaign objective
- Audience in Saudi Arabia and preferred languages
- Creator selection criteria or proposed names
- Relevant audience information to request
- Main message and verified product information
- Content deliverables, formats and publication accounts
- Production location and proposed dates
- Approval stages and lead contact
- Usage: channels, territory, duration and paid promotion
- Any proposed exclusivity
- Responsibilities for disclosures and project requirements
- Budget range and reporting requirements
Use the outline to start a focused discussion about your campaign. The shortlist, creative concept and final scope should follow the brief and confirmed availability.