Tell me about a time when you had to source and negotiate with a content creator or key opinion leader for a marketing campaign. What was your approach and what were the results?
Why This Is Asked
This question evaluates your ability to strategically source talent, manage budgets, and negotiate contracts, skills critical for running P&G's Talkability Engine across multiple brands.
General Approach
Structure your answer using the STAR method: describe the campaign context, your specific responsibility, the concrete steps you took to source and negotiate, and the quantifiable results. Highlight your criteria for choosing creators and how you balanced budget with performance.
Sample STAR Answer▾
Situation
At my previous agency, we were launching a new skincare line for a local brand and needed to partner with mid-tier beauty content creators to generate authentic product reviews within a limited budget of PHP 100,000.
Task
My task was to identify three creators whose audience demographics matched our target market, negotiate deliverables and fees, and secure their commitment within two weeks.
Action
I first used a social listening tool to find creators with high engagement rates but smaller followings in the 20k to 50k range, who were frequently mentioned in skincare conversations. I then reached out with a personalized email briefing them on the campaign, clearly stating the deliverables: one Instagram reel, one static post, and usage rights. When one creator asked for a higher fee, I offered a long-term ambassadorship with three months of exclusivity, which reduced the per-post cost while giving her more value. I also prepared a simple contract outlining usage rights and exclusivity clauses.
Result
We secured all three creators at an average cost of PHP 18,000 each, 40% under budget. Their posts collectively reached 150,000 users and generated 500 user-generated content entries through a hashtag challenge, exceeding the campaign's engagement KPIs by 30%.
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- •STAR Structure
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