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Every category breaks differently.
The influencer-marketing problem we most often find in your category — and how we'd approach it.
Why we don't write one playbook
A skincare brief and a gaming brief
have almost nothing in common.
Skincare lives or dies on category trust and claims compliance. Gaming is national, platform-native and format-led, where regional logic barely applies. Retail is decided by store catchments. D2C is decided by attribution.
Treating those as one service is how agencies end up recommending the same twenty creators to everybody. The category shapes the shortlist before we look at a single profile.