content you feel in your gut

Insights&Strategy

From data and culture, to a plan ready to be filmed.

Built for the Surface + Windows team

The Outcome

Comprehensive report outlining

What will work,
with who,
and why,

answered with internet-native instinct, backed by evidence.

All of it in service of one thing: produce content your audience actually wants to watch.

Insights & Strategy Report Sample

Insights

Creator Roster

Concepts

Scorecard

Page 1 of 4

The Split

What's inside the report

Insights What we found.

What's true online right now, and what people care about.

Cultural. The moments and conversations your audience is in.

Signals. What your audience is watching and how they behave online.

Format mechanics. The hooks and formats breaking out, and why they land.

Creator landscape. The accounts that already have your audience.

Competitor read. What rival brands are running with creators, and where the gaps are.

Built from platform data and social listening, but mostly from first-party relationships with creators: the DMs, the conversations, the history.

Sample element

Creator Card

MB

@marlowe.builds

Maker · Tech · TikTok / IG / YT

412KFollowers
8.1%Eng. Rate
1.4MProj. Views

The why: builds in public, audience trusts her tool picks, comments ask what she films with.

Strategy How we win.

The build to tell the story.

Roster. 5 to 10 vetted example creators who fit the goal, with the why for each.

Concepts. Creative ideas per archetype, each tied to the overall story.

Rollout. The posting sequence, and where paid pushes the organic that's already working.

Projections. Expected views and cost per view for every creator, before you spend a dollar.

Scorecard. KPIs and targets, set before anything films.

This side goes straight to production: the who, the what, the where, and the plan that guides it.

Sample element

Plan on a Page

TikTok
IG
YT
Lane 1 · Story Lane 2 · Demo Paid Splice
$0.04CPV Target
5%+ER Target
8MViews Goal

Every decision on the right traces back to a finding on the left.

The Process

How It Runs

1 to 2 weeks, brief to final report.

01Brief lands.A new product, a launch, or a question to answer.
02We listen.Time on what you're up against, and where you want to go.
03Heads down.Into the internet and culture for data, creators, and trends.
04Strategy build.The findings become clear, defensible creative decisions.
05Live readout.One hour with your team. We walk it, you push back.
06The handoff.The finished report, ready for production.

Investment

Insights & Strategy Report  ·  $10,000

Scope:

  • A product launch with 5 to 10 creators (e.g. the WYM campaign)
  • A long-term creator partnership (e.g. the Cale Brown partnership)

Travel or bigger builds are scoped separately.

Up Next,

The long-term partnership with Cale Brown.

Had a recent BTS shoutout!

J-Hope, V & Jung Kook  ·  via @mnijungkook

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