Cruva: How to Set up & Share Creator Community Campaigns

Hello Andrew here from Kruva.

In this video I'm going to show you exactly how to best utilize the creator community feature within Kruva.

What does this mean?

How do we launch campaigns?

How do we get creators to join the campaigns and everything in between?

Let's get right into it.

So first off, why do we want to do this in the first place?

Well, essentially we want to incentivize and gamify our new and existing creators to make multiple videos.

And at base that is our main goal.

Let's get more earned media value out of the videos, out of the samples we're sending out, and also make it fun and rewarding for the creators in our community.

So starting off we're going to go into the campaigns tab create campaign.

You see six different campaigns that you can set up, one of which being Retainer.

The other five are more so contest approaches.

And starting off just on the retainer basis, great way to get your top quality creators posting a consistent basis per month or whatever period that you select.

And then these other five are ways to really gamify and incentivize creators at a large scale base.

And for any of these, once they get created, they generate a link that you could then share within say CRM automations.

But we'll get to that later.

So aside from Retainer, I would say that Contest and Leaderboard are the most used incentives and campaigns to run at first.

Then I'd say Race and Bingo are really good ways to keep things fresh and exciting as we continue to run these campaigns time and time again.

So starting out, I'm going to look into the campaign type contest.

Now the way any campaign works is that you're setting your date range.

So when do I want this to run for?

Normally I'd see around four to six weeks as a good sweet spot to do so.

Then you add in the product or products that you want to count.

Do I want all products in my shop to count or do I just want specific products in here?

Then I'm setting up the structure of the campaign.

So since this is contest, this is a tiered approach, meaning that I can do a GMV requirement for a payment, I can put in a video count requirement and or a views requirement as well.

This exact structure is something that I ran when I was on the brand side that worked really well.

It was a very achievable first tier.

So something that the creator can see that, hey, this is something that I can do myself.

And then the last tier is something that is very attractive but still something that they could strive for.

we can look at the mid tiers and say okay, okay, this makes sense in terms of margins for us, but also is achievable in and still a great incentive for creators to push and create more videos.

And the best part about this is that you only pay creators out when they perform.

However, I've seen other structures where say for example, they only put a video count requirement.

and the video requirements can look something like this.

Where in the past I've seen brands approach this in a way where I'm going to send this to creators who have already made a sale so that when they post a video, I know for sure that they have the potential to create more sales from that video.

Right?

So completely up to us on how we structure this and the KPIs and audience that we're sharing this with.

Next, with any campaign, we can add in a usage rights section so that when the creator joins, they are seeing this and also agreeing to the videos they create to be used and marketing purposes so that when we go ahead and click into the campaign once it's created, not only do we see all of the data track, GMV track posts, but we see all the videos that the creator generates and we're able to 1 download the video itself directly from the campaign and or another part disqualify videos if they don't go ahead and fit towards what we guided them to do or not to do.

So for example, I put in the guidelines avoid false claims.

But this creator makes a video with a bunch of false claims, totally fine, because now I could go disqualify the video, reach out to the creator, hey, could you please format this in a different way?

We said, please don't do this and you did so on and so forth.

this is a really good way to enforce that the content that is being created for these campaigns are actually things that we're looking for.

Really good for retainers as well.

But this is a feature for all campaigns.

in the campaign details section for each campaign type, they have their own specifications such as this one.

Set campaign budget, only count videos posted after creator joins a grace period.

So look into each campaign and the details.

There are a lot of ways to customize this to make it make sense for your positioning and your brand itself.

In the settings section, when creators apply to join, so it creates a link, they go to that link, create an account, make an account with their email, which we get, a phone number which we also get, and of course a password so that then they could log in, view all the campaigns they're in, the payments, everything in between.

But you could go ahead and add in an application requirement if you wish.

Since they add in their phone number, you can add in text reminders throughout the entirety of the campaign.

So say if it's running for a month, we can do 21 days, 14 days, seven days and maybe three, and say, hey, look, you're at this tier.

this is a couple of things I would keep top of mind, keep pushing hard, keep doing great, that sort of thing, right?

In addition, you can add in, your discord and connect your discord in here and send announcements within channels.

So that if you're doing a leaderboard campaign, for example, let's maybe do a weekly leaderboard and share exactly where everybody's at, in addition to new hooks, new talking points and ideas there.

But a lot of ways to make this campaign exactly how you want to be fitting, especially with the branded colors and everything in between.

and the best part about these campaigns is that you don't have to track down the performance of these posts once they join.

Everything is automatically tracked based on the date range that you select and then the products that you select with that, so that when a person who has joined posts within the date range with that product, it will automatically be tracked with their performance, GMV wise, post wise, so on and so forth.

We briefly went over the contest side, but I encourage you to check out retainer, leaderboard, Race, Bingo and sweepstakes on your own.

A lot of really great ways to incentivize all types and and positions of creators.

And I will note within retainers you can negotiate there is a section to negotiate so that when I go into this tab you can go ahead and look at all your negotiations and and kind of go from there as well.

Payments are easily done through Kruva.

Go to the Payments tab, add in the amount that you owe, go to the campaign in which you owe the creator and it's going to tell you exactly who is owed how much is owed for the whole campaign.

What happens is creators link their Stripe account, meaning that Stripe handles all the tax information and everything in between.

All we have to do is have them connect it, click pay and everything is done automatically.

You can of course pay manually if you wish as well do off platform and mark paid manually.

This creators tab is really great because over time it's going to show us everybody who has joined our campaigns.

So think about it this way where in 2, 3, 4 months we'll have 2, 3, 400 creators in here which we can download all of their info, phone number, email, not just that, but we have this broadcast button where we could send out a mass email to all of these highest affinity creators.

Maybe this is Black Friday Cyber Monday or a new campaign that we have available or a weekly weekly discount or a deals for you days.

A great way to get the message off platform.

So how do we send this out to creators and get them to join?

Easy.

Go into Outreach Automations.

We're going to create a couple of new CRM automations to do so, one of which we want to share this with all of our existing creators.

And to do this, we're going to set the number of posts minimum to one so that we could share this opportunity to join the contest to everybody who currently has the product and who has posted.

when you format the message, you're going to start with the strong hook.

So what is the top prize?

To get them to click on the message and view it and then show a clear and concise way to join that.

So say join below, copy, paste, share the link itself.

You could do so by clicking this community tab and selecting the exact campaign you want to share, then any other information you want to add.

Of course you could do so here.

Click finish and send that out.

It's going to send to everybody with the post.

Second, I want to go ahead and send it in our sample delivered message so that every new person is getting inundated with this immediate incentive to to not just post what they've they've been contracted contracted to post in 14 days once.

But hey, this is why I should post more and more and more because I can earn an additional 5k right?

So go ahead and put this in practice where you can say, for example, exciting news, your package has been delivered.

But also we have a 5k cash opportunity, join below, so on and so forth.

But get creative here.

If you want to share it with, say, people with only one unit plus sold.

Or maybe I want to do a video KPI here, maybe share it with them.

Get creative.

You could share with anybody you like.

The next thing is with email campaigns.

Maybe we set up an email campaign and share it with just our top individuals to get them shared off platform.

Trying to get your top creators to join this and incentivize them to post more.

So at least two of those CRM automations created get an email campaign out, And even go into your creator messages, share with your top creators one on one, send a personal message and go from there.

So time and time again these have worked to get creators to post more, get more gmv, get more videos, earn media value and have creators actually work towards something, build a community and go from there.

Please reach out in the bottom right chat box if you have any questions.

We're always here to help ideate and strategize and answer any questions in between.

But thank you so much for your time and if you've gotten this far, let's create some really great community campaigns and I'm looking forward to seeing the progress.

We'll talk soon.

Thank.