Approach Process SponsorCraft CampaignCraft Creators Get in touch

Creator
partnerships,
engineered.

We are not a traditional agency. We price sponsorships with a documented valuation model, structure the deal around it, and measure what it returned. The reasoning is visible at every step.

Work with us → For creators
Currently accepting brand and creator enquiries
What we runEnd to end
01
ValuationEvery rate produced by the SponsorCraft model, with the inputs on record.
02
Creator matchingScored on niche fit, audience geography, engagement quality and brand safety.
03
Deal structureContracts, deliverable scoping and usage terms handled in-house.
04
MeasurementCampaignCraft reporting across awareness, engagement, conversion and value.
05
Creator representationA small roster taken to brands on numbers they can defend.

Creator sponsorships are mispriced by default. We built the infrastructure to fix that.

Variant International · Creator infrastructure · Est. 2024
Approach

Four things we do differently

01

Sourced benchmarks

Rates start from published industry data rather than a number someone felt was about right. Our pricing draws on Modash, Influencer Marketing Hub, Impact.com and other creator-economy sources, applied through a fixed model instead of case by case.

02

Structured creator fit

Creator selection runs on defined criteria: niche alignment, audience geography, engagement quality relative to platform average, and brand safety. The same checks apply to every candidate, so the shortlist can be explained rather than defended.

03

One pipeline, end to end

Valuation, negotiation, contracting, briefing and reporting run through the same internal stack. Nothing is handed between disconnected tools, which is where scope drift and delays usually start.

04

Reasoning you can audit

Every rate we quote can be traced back through the model that produced it. If you disagree with a number, you can see which input to argue with. That is a very different conversation from haggling.

Process

Three stages.
One pipeline.

Stage 01

Score

Candidates are assessed against niche alignment, audience demographics, engagement quality and brand safety signals. Only creators who clear the threshold go forward, and the scoring is shown to the brand.

Stage 02

Value

Pricing is produced by the SponsorCraft model: reach normalisation, base value, quality multipliers, placement rate, then any deal add-ons. Five steps, all visible, no ballpark figures.

Stage 03

Execute

Negotiation, contracts, briefs, revisions and payment run through the same infrastructure. Post-campaign analytics arrive as structured data you can query, not a slide deck.

The valuation engine

Powered by
SponsorCraft

SponsorCraft is the pricing model we run every deal through. It is also sold as a standalone app, so a brand or creator can check our maths against the same tool we use.

The five-step model
01
Reach normalisation
Reach_1000 = Impressions ÷ 1,000
02
Base value
Base = Reach_1000 × (CPM × Niche_M)
03
Quality adjustment
Adj = Base × EM × Tier_Scalar × Geo_M
04
Placement rate
Rate = max(Floor, Adj) × Format_M
05
Final rate
Final = Rate × (1 + Σ add-on %)
Sources behind the benchmarks
Modash 2026
Influencer Marketing Hub 2025/26
Impact.com 2025
ClickAnalytic 2026
Lumanu
ADOPTER Media 2025
SponsorCraft · Rate Calculator
SponsorCraft rate calculator: channel statistics on the left, calculated placement rates in the centre, deal add-ons on the right
Nineteen niches, over a hundred sub-nichesA cybersecurity channel and a general tech channel do not carry the same CPM, and the model knows the difference.
Add-ons priced with standard multipliersUsage rights, whitelisting, exclusivity and rush delivery, applied at published industry rates rather than invented on the spot.
Exportable rate cardsEvery deal produces a document a brand can take to procurement, with the placement breakdown on it.
Explore SponsorCraft →
The measurement framework

CampaignCraft™
performance system

Where SponsorCraft decides what a partnership should cost, CampaignCraft measures what it did. Four layers, structured the same way on every campaign, so results can be compared rather than described.

Layer 01

Awareness

  • Reach
  • Impressions
  • CPM
Layer 02

Engagement

  • Likes
  • Comments
  • Shares
  • Engagement rate
Layer 03

Conversion

  • Clicks
  • Traffic
  • Promo code tracking
Layer 04

Value

  • Earned media value
  • Content value
  • Brand impact
01

Tracking first

UTMs, creator analytics access and platform-specific signals are set up before anything goes live. Attribution added afterwards is guesswork.

02

Benchmarked analysis

Metrics are read against engagement and media-efficiency benchmarks for the niche, not against a flattering baseline chosen after the fact.

03

Structured reporting

Findings come back as data you can interrogate, with the method attached, and feed into how the next campaign is priced and staffed.

Before the campaign

SponsorCraft™

Sets valuation and deal structure. Every rate comes out of the five-step model, with the inputs on record.

→
After the campaign

CampaignCraft™

Measures what the partnership returned across the four layers, and turns it into something the next brief can use.

Together they answer the two questions that actually matter: what should this partnership cost, and what did it do.

What representation coversRoster
01
Rate settingYour floor is calculated before a brand opens, so the first number on the table is yours.
02
Brand outreachWe approach brands whose category and buying behaviour actually fit your channel.
03
NegotiationHandled against the model rather than against your appetite for the conversation.
04
Contracts and usageDeliverables, exclusivity windows and usage rights written down before work starts.
05
Reporting backYou see what the campaign returned, not just whether the invoice cleared.
For creators

Representation built on method,
not relationships.

We represent a small roster of creators and take them to brands through the same engine we use on the buy side. Your floor is set by the model before a brand makes an offer, which changes who is anchoring the negotiation.

A floor you can defendYour rate comes with the reasoning attached, so a low offer has to argue with the method rather than with you.
Deals that fit the channelPartnerships are matched on niche and audience, not on whoever happens to be paying this quarter.
Nothing hidden in the middleYou see the rate card that goes to the brand, and what the deal returned afterwards.

Currently reviewing applications from long-form YouTube creators in tech and review categories.

Apply for representation →
Get in touch

Let's build something lasting.

Whether you are a brand looking for precise creator placement, or a creator ready to be represented on defensible numbers, tell us what you are working on.

Emailinfo@variant-intl.com
Working modelGlobal · async-first
ResponseEvery enquiry read personally

We read every enquiry ourselves. No autoresponders.