Better creator shortlists in a fraction of the time

The challenge

Global consumer brands have more creator data than ever: more creators, more content, more spend and more activity to track across markets. The hard part is making sense of that data fast enough to scale creator programs at the pace the business expects.

For this team, leadership set a high, data-driven bar: rigorously vetted creators, and clear takeaways from every campaign on what to improve next.

Every creator shortlist had to clear that bar. Lists were pulled by hand, sometimes rebuilt from agency recommendations, and still only about 60% of submitted creators were typically approved.

Campaign analysis was just as manual. The team reviewed posts one by one to see what worked, which took time away from leadership's real question: "What does the data tell us to do next?" 

The solution

Two tasks take up most of a creator marketing team's time: finding the right creators, and analyzing campaign content to make the next campaign better than the last. The team brought in Abigail, Traackr's AI creator marketing strategist, to take on both.

During the pilot, Abigail handled:

• Creator discovery. The team described what they needed in plain language, or uploaded their existing brand materials. Abigail returned a shortlist of matching creators.
• Campaign summaries. Abigail read across a campaign's content and data. She surfaced top-performing creators and posts, the content themes that worked, and recommendations for what to do next.

"Abigail can analyze more content and data than a human ever could. She's been able to surface opportunities for our team, both tactically and from a storytelling standpoint." — Social & Creator Marketing Specialist 

How it was done

Finding the right creators, faster 

With Abigail's agentic creator discovery, the team could turn a campaign idea or brief into a creator shortlist by sharing:

• What kind of creators they were looking for 
• Which metrics matter most 
• Target audience market
• Preferred platform

Abigail used that context to source matching creators and ask clarifying questions when she needed more information. The team quickly found that Abigail read the intent behind each request or brief, and returned creators their previous search filters wouldn't have surfaced. As a result, the team spent about 75% less time than with manual search. 

But speed only matters if the quality holds up. Going into the pilot, the team’s target was a 75% leadership approval rate, up from a baseline of about 60%. They took Abigail's results for an upcoming campaign, hand-picked a subset, and sent it to leadership. 90% of those creators were approved.

"From the first search, I knew this was going to change my life. I was blown away by the quality of the creators Abigail returned, and the reasoning all made sense. Some of the prompts I gave let me generate results I wouldn’t have been able to generate through the previous search features. For someone new to the platform, discovery is going to be such an easy process" — Social & Creator Marketing Specialist

Much of this team's sourcing also starts with agency partners, and those lists don't always land. With Abigail, the team can now bring an agency's list into the same discovery conversation and get her assessment of each creator against the campaign brief. She checks the quantitative criteria automatically and explains why each creator is, or isn't, a strong fit for the campaign.

Turning campaign data into findings for leadership

With Abigail's multimodal, post-level analysis and AI-powered campaign summaries, the team could see their top-performing creators, with direct links to the best- and worst-performing posts. Abigail instantly surfaced findings such as macro-tier creators outperforming mega and VIP creators on Brand Vitality (VIT) rate. She also pointed out the content themes that drove results and suggested next steps, including which creators to work with again.

For the team, the real gain was scale. Abigail can analyze large volumes of content from their own campaigns and condense it into qualitative findings they can take to the rest of the organization.

"Our leadership is always asking what recommendations we have to improve the next campaign. These take hours to manually pull, so the fact that Abigail analyzes large volumes of content and provides summarized findings that we can share to our wider team has been enormous for us." — Social & Creator Marketing Specialist 

The results

• 90% of Abigail-sourced creators were approved by leadership. That's up from a baseline of about 60% and beats the pilot's 75% success target.
• Saving ~75% of time compared to manual search. Plain-language prompts replace filter-by-filter searching, so shortlists come together in a fraction of the time.
• Surfacing creators that were once hard to find. Abigail picks up on the intent of each ask, so she can return creators that filters can’t always capture. 
• Analysis at scale. Campaign summaries turn every post in a campaign into findings right away, with top creators and posts called out by name.

The takeaway and what’s next 

For brand teams, an AI creator marketing strategist doesn't replace the team's judgment. It gives that judgment more room. Abigail took on the first pass of sourcing and analysis, the part that eats the most time. That freed the team to focus on brand fit, creative direction, and what to tell leadership.

The opportunity this team is most excited about is where Abigail is headed next. Today, understanding how competitors earn organic content still means pulling large lists of posts and reviewing them one by one, a job that once took this team weeks to months. Traackr is building Abigail to take that on: pulling in millions of posts across a category, reading them the way a strategist would, and explaining what's working and why, so you always know what to do next to improve.