Creator ads may grab more attention, but they see just half the early brand recognition of traditional ads.

We recently hosted a global webinar in partnership with TikTok, System1 and Lenovo, to explore the winning formula for effectively branding creator-led campaigns to drive strategic recognition and lasting brand impact.

Our host, Matt Boffey, Chief Strategy Officer UK & Europe at Design Bridge and Partners, was joined by TikTok’s Charlotte Skornik, Head of Client Measurement, System1’s Josh Fruttiger, Global VP Strategic Partnerships, and Lenovo’s Alison Choi, Global Gaming Brand Manager.

They explored the critical challenge for brands in a social-first world, why creators are capturing attention and what brands can learn from them, and the key to entertainment and maximising distinctive brand assets for social success.

The good news? You don’t have to choose between attention and recognition. When executed effectively, brands that couple emotionally engaging creator-led entertainment with distinctive branding can drive long-term brand building. The three rules of thumb:

1. Brand early: Key to both attention AND attribution.
2. Use assets in combinations: Deploy up to 4 distinctive assets within the first 2 seconds.
3. Embed and integrate, don’t overlay: Integrate branding naturally. Logos in context show a +182% lift, while logos in isolation can lead to a -30% decrease.

Want to learn more? Get in touch with the team at events@designbridge.com.