Influencers & Creators
Creators aren’t just another media channel. They’re building audiences, shaping entertainment, setting trends and creating communities that people actively choose to spend time with. We help brands collaborate with them on their terms - creating partnerships that feel native to their world, meaningful to their audiences and commercially valuable to yours.
Crufts
Crufts already commands huge attention. Our opportunity was to take that relevance into new social communities by giving creators a reason to experience the event for themselves. We built and managed Crufts’ influencer programme end-to-end, bringing together dog, lifestyle and entertainment talent who could introduce the event to their audiences in a way that felt personal, spontaneous and native to their own content.
We secured 34 creators with a combined following of 28.2 million, managing everything from talent identification and outreach to on-site experience and content delivery. We also created Crufts’ first dedicated influencer meet-and-greet, which drew hour-long queues from fans eager to meet their favourite online dogs, including Good Boy Ollie - turning influencer activity into a live attraction in its own right.
XRAI Glass
Reaching the deaf and hard-of-hearing community meant showing the value of XRAI Glass through voices people already trusted. For XRAI Glass, we built an influencer strategy around credible voices who could experience the product first-hand and show how real-time subtitles on smart glasses could support everyday communication without replacing the methods people already rely on.
We partnered with deaf and hard-of-hearing creators, including Tasha Ghouri, capturing genuine first reactions and emotional moments as they used XRAI Glass for the first time. That authenticity gave the campaign credibility, helped position the technology as a lifestyle enabler rather than a clinical aid, and created content that travelled across social and earned media. The campaign delivered 1.9m+ views, 852k+ visible engagements and significant organic amplification across Reddit, TikTok, Instagram and LinkedIn.
Creditspring
In financial services, trust matters more than reach alone. For Creditspring, we built an influencer approach around credible micro-creators with genuine relevance to the audiences the brand wanted to reach - including parents, mums, key workers and older consumers. Rather than treating creators as media placements, we use lived experience and community credibility to make financial conversations feel more relatable and real.
We identify, vet and brief creators against each campaign insight, giving them enough structure to land the message while protecting the authenticity of their voice. Their content works alongside PR and owned social to take Creditspring’s stories into communities the brand could not reach as credibly on its own. Across one campaign, influencer activity delivered 241K impressions, 8.5K engagements, 183 new followers and a 3.5% engagement rate.
Playmobil x Gloworm
As headline sponsor of Gloworm Festival, Playmobil already had a strong physical presence at the event. Our role was to make that sponsorship work harder on social. We built an influencer programme around family and parenting creators who could experience the festival with their children and share Playmobil through the kind of joyful, unfiltered moments that naturally resonate with other families.
We handled creator selection, outreach, briefing and relationship management, securing families to attend and create around the Playmobil experience in their own voice. Rather than scripted endorsements, the content came from real play, real reactions and a genuine family day out - extending the value of the sponsorship beyond the festival itself and into the feeds of relevant family audiences.
Why it’s important
People don’t just believe brands because brands tell them what to believe. They believe people, communities and creators who have earned their attention. That’s why influencer marketing has evolved from product placement into a powerful brand-building discipline. The right creator can make a brand culturally relevant, give it credibility in a new community and turn attention into action. We build creator strategies around belief, not follower counts - finding the people who can make brands matter to the audiences that matter most. We don’t manufacture influence. We know how to work with people who already have it.
Our process
At Boldspace, we start with the audience and the culture around them, identifying the communities, behaviours and conversations where a brand can earn relevance. We then build the creator strategy, partnerships and content around that insight - from talent identification and negotiation to creative development, production and amplification. Finally, we measure what matters, connecting attention and influence to meaningful brand and business outcomes.
Why we’re different
We work closely with the creator ecosystem, so we understand that great partnerships start with respect for the talent, their audience and the business they’ve built. Our social, influence and PR specialists bring brands and creators together around an idea - not a brief that has been squeezed into somebody else’s world. The result is creator work that feels culturally native, earns attention and moves people.
Benefits
You’ll build genuine relationships with creators who matter to your audience, rather than buying one-off posts from people who happen to have reach. You’ll get culturally relevant content, stronger credibility within new communities and partnerships designed to deliver against real brand objectives - from awareness and engagement to discovery, consideration and conversion. Influence that feels earned. Content people want to watch. Results you can prove.
Frequently asked questions
Strategy, creator identification, negotiation, campaign management, content approval, disclosure compliance and measurement. The useful ones do more than book names. They match a brand to voices whose audience genuinely overlaps with its buyers, then hold the content to the same creative standard as every other channel.
Audience overlap first, follower count last. Check who actually watches rather than how many. Look at engagement quality, previous brand partnerships, and whether the creator's voice can carry your message without sounding rented. A relevant creator with 40,000 engaged followers will usually beat a mismatched one with a million.
Set the measure before you write the brief. Awareness campaigns are judged on reach, view-through and brand lift. Conversion campaigns are judged on tracked links, codes and incremental sales. Measuring brand impact alongside campaign metrics shows whether the work shifted perception as well as traffic.
Creator fees vary enormously, from a few hundred pounds for a nano-creator post to six figures for a long-term ambassador deal with a household name. Rates depend on audience size, exclusivity, usage rights and campaign length. Budget management alongside the talent, because strategy, negotiation, compliance and measurement are what turn posts into a campaign.
Any content resulting from payment, gifting, loans, affiliate links, discount codes or a commercial connection must be obviously identifiable as advertising. The label must be upfront and prominent, at the start of the caption rather than buried in hashtags. Both the brand and the creator are responsible for making sure it is clear.