Playbook replay
Create a campaign
A one-line idea becomes targeting, deliverables, a cadence, and a starter shortlist you can brief today.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
The brief says Instagram, but everything measured in this category recently says TikTok carries skincare in SEA. I should recommend against part of the brief rather than quietly building what was asked for.
Setting the targeting and KPI first, then pulling candidates, because a shortlist built before the KPI is a shortlist built for the wrong metric.
One recommendation against the brief, before the plan.
You asked for Instagram. Across the campaigns in this workspace, the same creators deliver roughly 3x the engagement per dollar on TikTok, and the gap is widest exactly in the 50k to 200k band you have specified.
My recommendation is a 70/30 TikTok-led split rather than Instagram-only. If Instagram is fixed for a reason outside this brief, say so and I will build it Instagram-only, but the shortlist below is picked for creators who are strong on both so that decision stays open.
Targeting
| Field | Value |
|---|---|
| Markets | Singapore, Malaysia, Philippines |
| Tier | Micro, 50k to 200k |
| Category | Skincare, beauty routine |
| Platform | TikTok-led, Instagram secondary |
| Primary KPI | Saves and sends, not likes |
| Secondary KPI | Cost per engagement under $0.12 |
Deliverables, per creator
| # | Asset | Spec |
|---|---|---|
| 1 | TikTok Reel | 15 to 30s, first-person routine, product appears after 5s |
| 2 | Instagram Reel | Same cut, reframed 9:16, own caption |
| 3 | Story set | 3 frames, one with a poll sticker |
| 4 | Usage rights | 90 days paid social, whitelisting optional |
Cadence: two waves. Wave one is 8 creators over 10 days, wave two is 6 more, briefed with what wave one learned. Running all 14 at once means the second half cannot benefit from the first half.
Starter shortlist: 12 creators
All 12 are 50k to 200k, active in the last 14 days, at least one in four posts on-category, and past an authenticity screen. Three are bilingual, which matters if a Malaysia leg goes ahead.
What is not decided here. No fees are attached. Rates in this band vary by more than 3x across these three markets, so a budget number before outreach would be a guess. The shortlist is ordered for fit, not for price.
Naise created an artifact
Targeting, KPIs, four deliverables, a two-wave cadence, and a 12-creator starter shortlist.
Targeting
| Field | Value |
|---|---|
| Markets | Singapore, Malaysia, Philippines |
| Tier | Micro, 50k to 200k |
| Platform | TikTok-led 70/30, not Instagram-only |
| Primary KPI | Saves and sends |
Recommendation against the brief
The same creators return ~3x engagement per dollar on TikTok in this band. Shortlist is picked for creators strong on both, so the call stays open.
Not decided: fees. Rates vary 3x across these markets.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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