Expressions, an EXP Group company
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Influence = Performance.

Five steps that focus on performance outputs from your campaign. The results shape the next one, for continuous performance-led attribution for your brand.

Framework name to come from Expressions.

The biggest barrier is not access to influencers. It's the operating model.

Across many markets, influencer marketing is still being managed through a legacy approach.

  • In-house complexity

    Campaigns are managed without specialist systems, workflows or sufficient resources.

  • Misallocated budget

    Budgets cover creator fees but often exclude strategy, technology, amplification and measurement.

  • Relationship-led selection

    Creators may be chosen through familiarity rather than audience fit and performance data.

  • Vanity metric success

    Reach, views, likes and comments are treated as the final result rather than diagnostic signals.

  • Post-campaign reporting

    Reporting arrives after activity, when it is too late to improve the outcome.

  • Media disconnection

    Creator activity is not sufficiently connected to media, commerce or business results.

Outcome-based briefs

Every brief names one action and one number. Reach still matters, but only as a way to the result.

Before“Reach 2 million people.”

With Expressions“Drive clicks to a retailer for sales.”

It's not which creator you know or like, how many you have on the campaign, or their follower count that matters. It's having the right creator mix to achieve the campaign strategy.

Creator performance tiers
TierWhat qualifiesValue
Customer creatorsReal customers with small, trusting audiencesReal customers with small, trusting audiences
NanoUp to 10K followers and high engagementUp to 10K followers and high engagementRelationship with your brand
Micro10K to 100K followers in a clear niche10K to 100K followers in a clear niche
Mid-tier100K to 500K followers100K to 500K followers
Macro500K to 1M followers500K to 1M followersAbility to reach many
Celebrity1M+ followers and a national profile1M+ followers and a national profile

What you are buying with Expressions

The investment is not only for posts. It is for a performance system.

  • Strategy and campaign architecture
  • Data-led creator discovery and vetting
  • Creator fees and usage rights
  • Contracting and payment administration
  • Creator briefing, training and management
  • Quality control and brand safety
  • Organic campaign reporting
  • Performance media
  • Live monitoring and optimisation
  • Post-campaign learning

One ecosystem. Different performance roles.

Technology at every critical point of the campaign

Human expertiseTechnologyMeasurement

Expressions gives you measurement while it happens

Reporting should guide the campaign. Not simply describe it afterwards.

Organic performance

  • Content delivered
  • Reach and impressions
  • Video views
  • Engagement and sentiment
  • Creator and content comparison
  • Audience response

Performance media and business response

  • Targeted impressions
  • Link clicks
  • Cost per click and CPM
  • Leads, sign-ups or conversions where tracked
  • Creator-level contribution
  • Progress against KPI and benchmark

Attribution in practice

Tracked links
A unique link to every creator, to understand each one's performance. MTN: 151K clicks to the MTN app, each traced to a creator.
Discount codes
A code people use at checkout, in eCommerce and in-store (depending on the store's technology). Colgate MCP: a discount code to motivate sales drove 192K clicks to the Carrefour eCommerce app.
Retail partner data
The retailer's sales data, matched to clicks. Closeup: clicks to Jumia tracked against Jumia's own sales data.

The method, at work

All work

Brief us on an outcome.

Tell us what attribution your brand needs, and we will revert with a proposal to help you achieve it.

Start a brief