Creator Marketing: Ultimate Playbook with Andy Cloyd & Anders Bill

60% of marketers say influencer marketing delivers a higher ROI than traditional channels.

Not only does creator marketing work - it’s essential for building a profitable, sustainable brand. The challenge? It’s overwhelming for marketers without experience, and the landscape is always changing. That’s where today’s episode comes in.

Andy Cloyd and Anders Bill, the brains behind Superfiliate, help the world’s top DTC brands craft influencer campaigns that actually win. From Chamberlain Coffee and Dr. Squatch to MUD\WTR and Graza, they’ve seen firsthand how hundreds of 7 and 8-figure brands run influencer, affiliate, and referral campaigns.

In this episode, they break down their playbook for success in word-of-mouth marketing—from sourcing the right influencers to measuring campaign impact. Whether you’re an influencer pro or launching your first campaign, this one’s for you!

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Timestamps:

00:00 Trailer

01:00 Intro

02:48 Should every brand be working with influencers?

05:50 Product Creator Fit: Working with creators pre-launch

10:29 Micro-Mentions: Design your product to be shareable

12:11 How to approach your first creator campaign

15:03 Sourcing the right influencers for your brand

17:43 Affiliate, Up-Front or Equity: Structuring influencer deals

22:07 Nailing Discovery: Get to know your creators

27:25 How involved should brands be with content creation?

28:46 Is pay-per-post a risky approach?

30:50 Negotiating paid media deals

37:01 Measuring success with influencer campaigns

44:03 Future of the Creator Economy: What 2025 has in store

48:43 What role will AI play in the creator space?

52:31 Are social platforms facilitating creator/brand relationships?

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Check out the HappyStack website: https://www.happystack.com/

We connect the world's best DTC brands with the software they need to scale efficiently.

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