Kenvue Strategic Proposal
#paid x Kenvue / Confidential
Strategic Proposal

From Creator Campaigns to Creator Infrastructure

Building a scalable creative system for paid media. Creators are no longer a tactic. They are becoming the supply chain for paid media creative.

See the Model → Proof Points →
01
Creators
Always on creator network
↓
02
Content
Continuous production + optimization
↓
03
Paid Media
Performance driven distribution
↓
04
Outcomes
Measurable business impact
Coca-Cola Virgin Voyages Dawn Powerwash 64 Unique Creators +18M Organic Views 67M+ Total Views 5,000+ Brand Lift Studies Always On Infrastructure Coca-Cola Virgin Voyages Dawn Powerwash 64 Unique Creators +18M Organic Views 67M+ Total Views 5,000+ Brand Lift Studies Always On Infrastructure
What We Heard From You
Kenvue's creator and media efforts need a system, not another campaign.
You told us the challenges. We built the solution.

Creator + media efforts spread across teams and agencies

No centralized system to scale learnings across brands

Hard to measure and scale what's working

Increasing pressure to drive both brand + performance

The Problem Today
The current model wasn't built for what's coming next.
  • × Campaign based creator sourcing
  • × Fragmented across brands & agencies
  • × Limited usage rights
  • × No shared learning across portfolio
  • × Creative fatigue in paid media
Creators are no longer a tactic. They are becoming the supply chain for paid media creative.
Creators
→
Content
→
Paid Media
→
Outcomes
Proven at Scale
This isn't theory. It's already working.
Infrastructure level creator programs delivering measurable outcomes for the world's biggest brands.
Coca-Cola
Coca-Cola Ambassador Program
Always On Ambassador Engine
0
Unique Creators
0M
Organic Video Views
121 Content Pieces
Virgin Voyages
Virgin Voyages
Flood the Feed
0
Creators
0M+
Total Views
360 TikToks
400+ Reels
65K+ Saves
70K+ Shares
Dawn Powerwash
Dawn Powerwash
Brand Perception Shift
0
Creators / TikTok
0%
Purchase Intent
84% Brand Perception
93% Belief Shift
86% Product Fit
The #paid Model
Creator infrastructure, not creator campaigns.
A three stage engine that turns creator content into a continuous, optimized supply chain for paid media.
1

Supply

Always on creator network. Pre qualified, brand safe, performance matched.

2

Production + Optimization

Continuous content creation refined by performance data. Built for paid from day one.

3

Performance Media

Content flows directly into paid distribution across every major platform.

What It Actually Produces
An always on content engine.
  • 50 to 500+ creators in your network
  • 100 to 200+ assets per month
  • Built for paid media from day one
  • Continuous refresh based on performance
  • Cross brand learning across the portfolio
Why This Works for Portfolio Companies
Kenvue scale advantages.
  • Shared learnings across brands
  • Centralized creator data
  • Economies of scale
  • Faster creative iteration
  • Better media performance
"Agencies can execute. Platforms can report. #paid can collect first party creator insights at scale, predict performance, reduce risk before spend, and measure what actually matters."
#paid Differentiation
Predictive Performance
Predict performance before media spend.
Powered by 5,000+ brand lift studies built with Nielsen and Kantar. Our AI model reduces risk by predicting outcomes before you spend a dollar.
  • Collect first party creator insights at scale
  • Predict performance before spend
  • Reduce risk with data driven matching
  • Measure what actually matters
  • Scale ambassador relationships over time
Consideration
0%
Affinity
0%
Purchase Intent
0%
Brand Lift
0%
Built with Nielsen + Kantar / 5,000+ studies
Different From Traditional Platforms
Campaign vs. Infrastructure
The fundamental difference between traditional platforms and what #paid builds.

Traditional Platforms (e.g. Influential)

  • Campaign based
  • Creator sourcing
  • Deliver content
  • One off results
  • No predictive data
  • Disconnected from media
  • Manual optimization
  • Knowledge resets each campaign

#paid Infrastructure

  • Always on system
  • Predictive data + matched creators
  • Optimize performance continuously
  • Continuous improvement
  • 5,000+ brand lift studies
  • Built for paid media from day one
  • AI driven optimization
  • Learnings compound across brands
How It Fits
Integrates with your teams & agencies.
#paid doesn't replace your existing partners. It becomes the content supply and optimization layer that feeds everything else.
PR / Creative
Storytelling
Media
Distribution + Performance
↓
The #paid Layer
Content Supply + Optimization
Economics
Funded by reallocation + platform support.
Shift existing spend from fragmented influencer budgets and paid social creative production. Plus, major platforms co-fund the infrastructure.
$1/5
TikTok
$50K
Meta
$50K
YouTube
$30K
Pinterest
$30K
Snap
Investment Structure
$1M to $5M per year, per brand.
A crawl, walk, run approach that proves value at every stage before scaling.
  • Year 1: Build + test infrastructure
  • Year 2: Optimize + scale (guaranteed outcomes)
  • Year 3: In house option available
Crawl, Walk, Run
How It Starts
A 90 day pilot that proves the model before scaling across the portfolio.
Pilot / 90 Days

Prove the Infrastructure

1 brand or initiative. Always on creator program. Performance measurement + validation.

$250K
Year 1 / Build + Test

Establish the Engine

Build creator supply chain. Test across content formats. Validate attribution model. Cross platform optimization.

$1M to $5M / brand
Year 2 / Optimize + Scale

Guaranteed Outcomes

Scale to multiple brands. Guaranteed performance benchmarks. Continuous learning across portfolio.

Year 3 / Optional In House

Your Infrastructure

Optional transition to in house. Full knowledge transfer. Continued platform co-funding support.

Let's build Kenvue's
creator infrastructure.

From campaigns to a system. From one off results to continuous improvement. The model is proven. The next step is yours.

Schedule Working Session → Download as PDF

Working Session Agenda

  • Identify 1 use case
  • Map stakeholders
  • Define pilot scope