Most brands track impressions and call it a day. Momofuku's Gillian Boss Smith uses a scorecard that combines hard metrics with qualitative signals: how a creator was to work with, whether they followed the brief, and what the comment section actually says.
In this fireside with Archive CEO Paul Benigeri, she walks through her full process. How she sources creators, including the ones already posting about Momofuku who were never on her radar. How she builds relationships that are not transactional. What goes on her scorecard and what her leadership team cares about seeing. And how retail signals in the comments, people saying they just bought the product at Whole Foods, became the bridge between awareness and revenue.
You will leave with a sourcing approach, a measurement framework, and a clearer sense of what a creator program looks like when the data actually informs the decisions.
