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lillistewartExplorer
Explorer
May 6, 2026

Meltwater Summit 2026

  • May 6, 2026
  • 1 Reply
  • 11 views

Beyond the Campaign: Long-Term Creator Strategy with Lonely Planet

Often, the strongest influencer campaign performance comes from giving creators the freedom to share what they genuinely want to create and what they know resonates best with their audience. While it’s important to provide key details and direction through the brief and ongoing communication (collaboration requires communication!), creators should ultimately lead the creative concept. They know their audience best!

    1 reply

    kelly.bebenek
    mEmployee
    kelly.bebenekmEmployee
    mEmployee
    May 11, 2026

    ​@lillistewart Such a strong takeaway from the Lonely Planet session 👏 The best creator partnerships really do feel more like collaborations than campaigns.

    One of the recurring themes across Summit has been that audiences respond to authenticity and trust, and creators are often most effective when brands give them the space to communicate in a way that feels natural to their audience instead of overly scripted.

    Curious, did this session change how you think about influencer briefs or creator partnerships moving forward?

    Sr. Director of Customer Ed @ Meltwater (DM me to discuss: Academy, Community & Help Center)
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