The first decision concerns who speaks, not how much they spend
The first step in a campaign rarely involves profiles.
It’s about who should be given a voice:
There are five different approaches, each with different costs, timelines, and challenges, and each one works well for one objective but not for the others.
Below you’ll find the five specializations, the approach we use to organize them, and the criteria to help you decide where to start.
The most common way to get started is to begin with the format. You decide you need an influencer campaign, look for profiles, agree on a fee, and the content goes live.
The result is a business unit that operates independently, with metrics that no one can link to the company’s goals.
The problem starts earlier. People talk about a brand in ways that aren’t equivalent:
These are three different forms of credibility, and they produce different effects.
When the format is chosen before the objective, the worst thing happens: the campaign works, and no one can say what it was for.
The material isn’t reused because the rights aren’t secured; the results can’t be compared because there was no standard of measurement; and the following year, we start from scratch.
We work with companies that have a quality product and want it to be showcased by credible people, with a longer-term perspective than a single campaign.
FARO is the approach we take to every project. It brings together our five areas of expertise: no matter which path we choose, the phases and metrics remain the same, which makes it possible to compare different campaigns.
It starts with the objective and the metric used to measure it, then moves on to selecting the specialization and profiles, the brief, agreements regarding usage rights, content production, and publication.
It concludes with an analysis of the results and the reuse of the best material in advertising and across the company’s channels.
In most projects, the answer is not just one specialization.
A launch can start with broad profiles to raise awareness, continue with creators who produce content for advertising, and gain traction with customer-generated content that comes after the first purchases.
The combination is determined by the target, and the method remains the same in all three phases.
From the lens to:
It’s often a good idea to combine two of them.
Each specialization has its own cost structure, and all share the same underlying variables.
The compensation for those involved varies greatly between a broad-based role and a client who receives recognition; the design and measurement work, however, remains comparable.
Data on content is available within a few days of publication; the effects on brand awareness and brand searches take months. We define the scope during a meeting, then document exactly what it includes.
The method remains the same; what changes are the questions people ask, the channels they use, and the timing of their decisions. These are the four areas where we have the most expertise.
The company’s registered office is in Milan and its operational headquarters are in Crema, and some of its projects are based in the Lombardy region: food service, retail, and manufacturing.
Working locally is helpful when you need to film on location, attend an event, or have a network of contacts based in a province.
For the rest of Italy and our international projects, we work remotely, using the same method.
Six creators specializing in anime, manga, and Japanese culture, with 42 posts—including Reels and Stories—from February 26 to March 29, 2025.
Presented by Ambassador Luigi Contessi, featuring:
A campaign for the gluten-free menu based on content created by the restaurant’s customers.
Size matters less than the clarity of the objective. A campaign with a small profile in a limited area is within the scope of a single business; an ongoing project spanning multiple areas of expertise requires a more robust structure.
Yes, and that’s the most common scenario. In that case, we coordinate with the people involved, and the company has a single point of contact for every stage.
Focus on the work you’ve done and the quality of your community, not on profile metrics: growth over time, geographic origin, the ratio of views to interactions, and previous collaborations in the industry.
Using the metrics agreed upon before the campaign began: reach and views for those who saw the content, interactions for those who engaged with it, tracked links, dedicated codes, and brand searches for those who took action.
It usually takes a few weeks from the time the goal is set to the first publication, though this timeframe can be longer if on-location filming is required or if arrangements need to be made with multiple people.
You can start with just one. While some combinations yield more than the sum of their parts, starting with a narrow scope allows you to gauge the situation before expanding.
The chosen area of specialization, the number of people involved, the amount of content, the scope of usage rights, and the duration and depth of the measurement. The scope is defined on a project-by-project basis.
The requirements set forth in the AGCOM guidelines are included in the contract and the brief, and compliance with them is verified for each piece of content both before and after publication.
A meeting helps you figure out what you want to achieve, in what timeframe, and with what resources. From there, you can determine which of the five specializations is best—either on its own or in combination—and which metrics to use for measurement.
