“Influencer partnerships can make or break a brand. Here’s the systematic framework I built to evaluate creators beyond follower counts—and why it matters for risk and ROI.” – Mika
FRAMEWORK: INFLUENCER VETTING & EVALUATION METHODOLOGY
Project: Universal McCann Studios | Strategic Influencer Selection & Creator Partnerships
Overview: I created a systematic approach to influencer discovery and vetting that eliminates guesswork and risk. The methodology evaluates creators across multiple dimensions—not just follower counts—to ensure authentic brand partnerships and measurable ROI.
The System Evaluates: • Reach & Connect – Identify authentic creators with genuine audience alignment • Strategic Evaluation – Assess talent across multiple dimensions: – Social reach and platform performance – Equity report (brand affinity, audience demographics) – Influencer scorecard (standardized evaluation criteria) – Brand safety screening (competitive conflicts, press history, audience sentiment)
What This Demonstrates: – Data-driven decision making over subjective selection – Risk management and brand safety protocols – Systematic approach to partnership development – Scalable process that becomes organizational standard Results: – Eliminated subjective influencer selection – Reduced brand risk while maximizing authentic partnerships – Became UM Studios standard process across all creator campaigns – Improved partnership ROI through strategic vetting
