Clarify the ask
Turn brand requirements into clear creator, product, and content criteria.
Newrank · KAILAS creator campaign
Matching mountain creators with the right product story
For KAILAS' Blue Hour campaign, I worked across creator selection, product matching, brief refinement, final content checks, and reporting.
Blue Hour / on site
The campaign world behind the brief
The Blue Hour theme was already tangible at the brand event: cold blue light, a mountain-shaped entrance, and the story of returning to a first summit. It helped me understand the visual world creators needed to carry into their own content.
01 / The brief
KAILAS wanted professional climbing creators to wear and introduce its products in real mountain settings for the Blue Hour campaign. The work was not only about finding people with outdoor reach; each creator also needed the right technical background, content style, and product fit.
02 / What I owned
I worked with the brand to clarify requirements, shortlisted suitable creators, and paired products with each creator's content style and likely outdoor setting. I then checked and refined their briefs, reviewed videos and captions before final delivery, and collected the resulting data for review.
03 / From shortlist to delivery
Find the right climbers
Screen creators for climbing knowledge, content style, and brand fit.
Match the product
Choose apparel and gear around the creator's style and planned setting.
Refine the brief
Check each brief closely, then make edits so the key requirements were clear before filming.
Review the final work
Check the finished video and copy against the brief before delivery.
Collect and review
Compile performance data and organise it for the post-campaign review.
04 / What this taught me
A creator campaign becomes much easier to manage when the matching work is done early. A good brief is not a formality: it gives the creator enough direction to make the product feel natural in their own content, while still meeting the brand's expectations.