Influencer programme brief with a measurement framework

Kasi Kicks Care makes sneaker cleaning kits, protector sprays and laces. It sells through its own online shop and 60 sports and lifestyle stores across South Africa. Revenue is about R18 million a year. The brand began with the founder posting cleaning videos on TikTok and Instagram, but growth has slowed. Last year it paid three large creators a total of R240,000 for one post each. The posts got lots of views, but nobody could say how many kits they sold, and one creator did not mark the post as an advert, which drew complaints.

The founder, Lwazi Ndlovu, wants a proper creator programme for the next three months with a budget of R350,000 including product. He wants to: - set goals that link to sales and brand awareness, not just views; - find and vet 15–25 creators, mostly smaller creators with engaged sneaker and streetwear audiences; - give creators a clear brief that leaves room for their own style and always discloses paid content; - agree fair fees, product, usage rights and timelines; - measure results with tracked links, discount codes, store sales in creator areas and a simple brand search check; - read results after each wave and decide who to keep.

The method should work for any consumer brand in any country, so keep it general, but use South African rules and examples for Kasi Kicks. You do not need to contact real creators. You can shortlist real public accounts as examples for your vetting, but do not message them. Done looks like a strategy, a vetting sheet, a creator brief, a budget and terms sheet, a measurement framework and a results read using synthetic data.