Most brands brief influencers like ads. The best brands brief them like collaborators.

At DigiCon2025, Near Creative Co-Founder & COO Erika Madriñan shared how co-creation and human insight can turn influencer marketing from paid visibility into meaningful influence.

In her talk, Erika introduced her framework of the Three C’s: Crafting, Creating, and Collaborating—a human-first approach that transforms how brands and creators work together. She unpacked how empathy, storytelling, and full-funnel strategy can make influencer campaigns connect with people and perform with purpose.

Because when brands craft with intention, create with insight, and collaborate with authenticity—influence becomes impact.