The WARC Podcast What's actually working in creator marketing
Jan 29, 2026
Catherine Driscoll, WARC commissioning editor and creator marketing specialist, shares what makes creator work stick. She breaks down creators as creative catalysts and cultural amplifiers. She discusses when to involve creators, risks and role-matching, and how remixable, participatory formats drive momentum. Measurement and choosing credible creators over raw reach also get attention.
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Bring Creators Into Idea Development
- Creator marketing works best when creators shape the idea, not just execute it.
- 'Freedom within guardrails' unlocks authenticity that brands cannot manufacture alone.
EOS Used Creator Language As The Idea
- EOS turned a creator's raw TikTok phrasing into a limited-edition product line.
- The launch sold 150,000 units in a week and drove 59% quarterly revenue growth.
Design For Participation, Not Just Reach
- Creator campaigns that invite remixing travel further than broadcast posts.
- Designing for participation creates momentum and changes behaviour, not just reach.