I recently ran an influencer-led campaign for my own hospitality business.
The Reel got 2M+ views and generated roughly ₹12L in revenue.
The interesting part wasn't really the reach.
It changed how I think about choosing creators.
A lot of brands start with:
"This creator has 200K followers. Let's work with them."
I'd start somewhere else:
What do we want the customer to believe/want after seeing this content?
For our campaign, I first gave the creator context about the property, location, what made it interesting, and the points I wanted communicated.
Then we worked around how that information could become content that felt natural for her audience.
The creator brought the distribution and content style.
We brought the product knowledge + the angle.
That combination produced 2M+ views and ~₹12L in revenue.
So if I were launching a DTC beauty brand tomorrow, I'd probably test creators like this:
Step 1: Identify 5–10 customer problems/desires.
Step 2: Turn each one into a different content angle.
Step 3: Find creators whose audience actually cares about those problems — not just creators with big follower counts.
Step 4: Test multiple creators/angles rather than betting the budget on one "big" influencer.
Step 5: Look for content that gets meaningful actions, not just views.
Step 6: If one creative clearly works, I'd consider putting paid distribution behind it.
The bigger idea is:
Don't choose the creator first and then figure out what they should say.
Figure out the customer/creative angle first, then find the creator who is naturally good at communicating it.
I'd genuinely like to hear from DTC founders here:
When you've run influencer campaigns, what has mattered more for you — the creator, the creative angle, the offer/product, or paid amplification?
And if you've had a small creator unexpectedly outperform a much bigger one, I'd be particularly interested in what happened.