Questions I hear before the first call.
How a collaboration works, what it covers and what happens after the intro call, in short answers.
Working together
Do you work per project or long term?
Both. Many brands book a single project. A long-term partnership covers creators, events and content month by month.
What is the difference between you and an agency?
You work with one person, from the first call to the report, with a network across DACH and no account manager in between. More about me.
What if I only need one thing, such as seeding?
Then book that one thing, for example seeding in DACH. A single project does not have to lead to anything bigger.
How long is a long-term partnership?
It is agreed in the proposal. I prefer a first period long enough to see results, then month to month. See how a long-term partnership works.
Can my agency white-label your work?
Yes. I work under your brief and your brand, and I do not approach your client. See the local partner setup for agencies.
Which brands have you worked with?
Sol de Janeiro, The Female Company, Moroccanoil, Zalando and creator TingTing Lai, among others. Earlier work includes Vogue and Mercedes-Benz Fashion Week. The cases are in Work.
Creators & seeding
How do you choose influencers and creators?
By audience fit, content quality and engagement history. I check every profile myself before it goes on a list. See talent sourcing.
Do you also produce UGC?
Yes. UGC creators cast and briefed for your brand, or content shot by me in Berlin and licensed for paid, as for Moroccanoil and Zalando. See influencer marketing.
How much do creators in Germany charge?
As market orientation, nano creators often charge 25 to 250 EUR per post, micro creators several hundred to a few thousand, depending on niche and rights. Usage rights add about 20 to 50 percent.
What is the difference between seeding and a paid collaboration?
Seeding sends product with no posting obligation. A paid collaboration has a fee and agreed deliverables. I often use seeding to test fit before paying.
Micro or macro creators for the German market?
Micro creators usually carry trust and engagement, macro creators carry reach. I mix both and decide by the launch goal. See how I build a creator portfolio.
Do you handle contracts and usage rights with German creators?
Yes. I agree scope, exclusivity and usage period with each creator before content goes live. Your legal team signs off the template.
Do creator posts in Germany need to be labelled as advertising?
Yes. Paid or contractually agreed posts must be marked as advertising. I put this in every briefing, see my influencer marketing workflow.
Events
What does a launch dinner in Berlin cost?
It depends on guest count, venue and format. Venue and food are the largest lines, creator travel and content come next.
Who is on the guest list at your events?
Creators, press, retail partners and friends of the brand, each invited for a role at the launch.
How early should we plan a Berlin launch event?
Six to eight weeks for venue, guest list and invitations. Fashion Week and trade fair weeks need more. See brand events.
Do you invite press to creator events?
Yes, selectively. Editors and creators in one room works when the format respects both.
What is a paid and affiliate community event?
A community event where creators are paid for attendance or content and earn affiliate commission on sales. I ran this for The Female Company.
Content
What does a content plan include?
Formats, cadence, creator roles, shoot schedule and what each platform is for. It fits on a few pages. See content strategy.
Do you direct the shoot on the day?
Yes. Moodboard, shot list and direction on set, so the content reads as your brand. See content strategy.
Do you advise creators as well as brands?
Yes. Content strategy and consulting for creators is part of content strategy, as in my work with TingTing Lai.
Reporting & pricing
How do you report back to a US HQ?
Monthly, in English, in a format your team can forward. Reach, engagement, sales and press, with a short written read. See how I measure creator campaigns.
Do you publish prices?
No. Prices follow the brief. The tailored proposal sets out scope, timeline, ideas and a fixed budget, within 48 hours of the intro call.
Is the budget fixed or open-ended?
Fixed. You see creator fees, production and my fee as separate lines. Changes are agreed before they happen.
Why is real influencer cost often higher than planned?
Creator fees are one line. Usage rights, production, shipping, agency time and boosting add up, often to two or three times the fees.
What results can I expect?
Reach, engagement, content for reuse, press and, where tracked, sales. I report what happened, including what did not work. See how I report.
Practical
Do you cover Austria and Switzerland too?
Yes. I cast and plan for each DACH market separately, because Austrian and Swiss audiences follow their own creators. See how I build a creator portfolio.
Do you work in English?
Yes. Communication with your team is in English. Creators, press and venues are handled in German. See US brands entering DACH.
How does the first call work?
Thirty minutes on video. I ask about the brand and the plan for DACH. A tailored proposal follows within 48 hours. Book an intro call.
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