01
Handed to me
Brand campaigns, end to end, run with creators on a K-beauty creator platform.
Picky · Seoul · Jan – Apr 2025
A checklist for every campaign, and 37% fewer mistakes.
I was a strategic advisor at Picky, a K-beauty creator platform, working on brand campaigns run with creators. I went through more than 1,000 TikTok creator videos, wrote SOPs for the brand and marketing teams, and rolled out a checkbox tool so every requirement of a campaign gets tracked.
Strategic advisor1,000+ videos auditedLaunches 22% fasterMistakes −37%
Campaign brief · sample6 requirements
Dewdrop Barrier Cream launch
A made-up brand, for this page. Launch day: 14 March.
Brief closed. By the fortieth video of the week, it’s in another tab. Judge these from memory.
5 problems hidden in 4 videos
Approve a video if it meets the brief, or send it back.
Sample brief, product, creators and videos, all made up for this page. It is a stand-in for the idea, not Picky’s tool, campaigns or creators.
What the four months looked like
Four parts, in the order they happened.
02
Noticed
I audited more than 1,000 TikTok creator videos and found the same content patterns repeating. I recommended tools to remove them.
03
Made
SOPs for the brand and marketing teams, and a checkbox tool so teams track every requirement of a campaign.
04
Changed
−37%
campaign execution mistakes, and campaigns launched 22% faster.
The rest of the job
What sat around the checklist.
- The auditMore than 1,000 TikTok creator videos, watched for what kept repeating, with tools recommended to remove the patterns.
- SOPsWritten for the brand and marketing teams, so a campaign launches the same way each time. Launches got 22% faster.
- The checkbox toolRolled out so each team ticks off a campaign’s requirements instead of carrying them in their heads. Execution mistakes fell by 37%.
Honest limit: the brief, product and creators above are invented. Picky’s real campaigns, creators and tool stay with Picky.