Creator programs can be challenging for franchise brands. You want to tell stories that resonate across the entire system, but ultimately, much of the activation happens at the local level.
The key is building a creator program that can scale across the franchise system while still connecting with different audiences in individual markets.
Here are four ways to approach it:
Think System-Wide,
Activate Locally
Build creator content that can be leveraged across the entire franchise system, rather than producing everything for individual locations. The goal is to create a scalable content engine that benefits every franchisee while allowing for local relevance and customization.
Leverage a Wide Variety of Creators to Reach New Audiences
Don't rely on one type of creator to represent your brand. Test different personalities, demographics, backgrounds, and storytelling styles across your system. The more variety you introduce, the more opportunities you have to discover new audiences and understand what resonates with them.
Start by Letting Creators Tell Their Stories
Don't start by handing creators a script and asking them to deliver your brand message. Let them tell their own stories, share their experiences, and bring their personalities into the content. This allows you to understand what makes each creator effective and which ones genuinely connect with your audience.
Use Your Best Creators to Tell Your Brand's Stories
Once you've identified creators who resonate with your audience, start bringing them deeper into your brand. Give them opportunities to tell more specific brand stories, communicate key messages, and participate in larger campaigns that can scale across the franchise system.
The goal isn't just to produce more creator content. It's to build a system that continuously discovers, tests, and develops creators who can help grow your brand at both the national and local levels.
