Pantene influencer campaign — reference brief
An influencer brief buys access to someone else's audience. This is how a Pantene-shaped campaign is normally structured in the UAE, and the four checks worth doing before signing.
Shortlist on four numbers
Audience size, engagement rate, male/female split, and brand history. Every ranking on this site carries all four, which is the whole point of the index — a shortlist should take ten minutes, not a week of opening profiles.
Compare candidates against the median engagement printed on their category page. A large account below that median usually costs more per engaged viewer than a mid-tier creator above it.
What goes in the contract
Deliverables and posting dates, the usage licence for running the content as paid media, the exclusivity window, approval rounds, and the disclosure requirement. Usage and exclusivity routinely cost more than the posts; leaving them out is how a cheap deal becomes expensive.
In the UAE the creator needs the applicable influencer licence and the post must be identifiable as advertising. Ask for the licence number before contracting.
What to measure
Set the measurement window before launch — 28 days minimum for anything on YouTube, 14 for Instagram and TikTok. Judge on saves, shares and assisted conversions; likes are the weakest signal on the sheet.
Run one creator as a control with no paid amplification, so you can tell what the audience did from what the media buy did.
Shortlist from the index
Get a shortlist for your brief
Tell us the category and budget; you get a shortlist drawn from the index, with the current rates we know of.