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A creator for matcha

4 parts, about 20 minutes. Your work saves itself in this browser.

Before you start: what you need to know

People in influencer marketing choose the creators to work with, write the instructions (the brief), check that content follows the rules and measure whether the partnership earned more than it cost.

  1. Choosing the right creator

    Three things count before followers: that the audience resembles our customers, lives where we sell and really interacts (high engagement). A huge profile with a distant audience brings in less than a small, loyal one.

    For exampleTo sell ceramic mugs in Milan, a ceramicist with 15k Italian followers and 5% engagement is worth more than a comedian with a million followers abroad.

  2. The brief

    It's the written instructions for the creator: goal, message, what to show, dates and rules to follow. The clearer it is, the fewer the surprises. But the creator must stay free to speak in their own voice.

    For example"Goal: introduce the handmade mugs. Show how you use them at breakfast. Disclose the partnership. Publish by the 15th."

  3. Disclosing advertising

    In Italy and the European Union viewers must understand straight away that content is advertising. It's written clearly and at the start, for example "#ad" or "Advertising". Hiding the partnership or calling it a "gift" is covert advertising, which is banned.

    For exampleRight: "Advertising · In partnership with @tazzefattemano" in the first line. Wrong: "#collab" among twenty hashtags.

  4. Measuring the result

    With a personal discount code you count the orders the creator brought. From there you calculate revenue (orders × average value), cost per order (fee ÷ orders) and ROAS (revenue ÷ fee).

    For exampleFee €300, 40 orders of €25: revenue €1,000, cost per order €7.50, ROAS = 1,000 ÷ 300 ≈ 3.3.

What you'll do

  1. Choose which creators fit matcha
  2. Write the right instructions in the brief
  3. Check the caption before it goes out
  4. Calculate whether the partnership paid off
Done reading, start part 1
1

Which creators are a good fit?

Before you answer

For each profile look at three things: what it's about (is it close to tea and rituals?), how much of the audience is in Italy, and how high engagement is. If one of the three is far from our customer, the profile isn't a fit.

For exampleFor ceramic mugs: a food blogger with 10k followers, 80% in Italy and 5% engagement is a good fit; a sports car profile with 2 million followers isn't.

Look at the profiles and choose whether they're right for the partnership.

ItemA good fitNot a fit
@tazzaditè · 18k followers · engagement 6% · 85% in Italy · tea and recipes
@slowmornings · 42k · engagement 4% · 78% in Italy · morning rituals
@fitqueen · 900k · engagement 0.4% · 30% in Italy · diets and supplements
@giroilmondo · 120k · engagement 1.2% · 20% in Italy · travel
@lollo_gaming · 300k · engagement 8% · 90% in Italy · video games

Why it matters. Relevance, audience and trust count more than the number of followers. Smaller creators (micro-influencers) often have a more attentive community.

2

Prepare the instructions (brief)

Before you answer

The brief contains the goal and the rules that protect the brand and the viewers: disclosing advertising and not making banned claims. It doesn't contain requests that mislead the audience, like hiding the partnership or deleting criticism.

For exampleIn the mugs brief: "Goal: introduce them to people who love a slow breakfast" and "Write Ad at the start", yes; "Say they were given to you as a gift", no.

What do you write in the creator's instructions? Choose all the right things, and only those.

Prepare the instructions (brief)

Why it matters. In Italy advertising must always be recognisable: the IAP self-regulation code (Digital Chart) requires it, and the AGCOM guidelines add rules for larger creators. The brand is also responsible for what it asks creators to say.

3

Check the post before it goes out

Before you answer

Check where and how the advertising is disclosed: it must be at the start, written so everyone understands it. Unclear abbreviations, ones hidden among hashtags, and the word "gift" aren't enough.

For exampleHardly anyone understands "#sp" at the end of the text; "Advertising" in the first line, yes.

The creator sends you four versions of the caption. Which do you approve?

Check the post before it goes out

Why it matters. The advertising disclosure must be clear, understandable and visible straight away, before "more". If it's hidden, it's covert advertising.

4

Did it go well?

Before you answer

Follow the order: first revenue (orders with the code × average order value), then cost per order (fee ÷ orders), finally ROAS (revenue ÷ fee). If ROAS is above 1, the partnership earned more than it cost.

For exampleFee €300, 40 orders of €25: 40 × 25 = €1,000; 300 ÷ 40 = €7.50 per order; 1,000 ÷ 300 ≈ 3.3.

Using the data on the card, calculate the month's results.

Why it matters. A personal discount code lets you measure how many sales come from the creator. But it doesn't count everything: many people discover the product and buy later, without the code.

1 of 5

Your Influencer marketing exercise

Sara has written to you: A creator for matcha. You'll solve it in 4 parts, in about 20 minutes.