Collective Voice

Challenge

Collective Voice is a creator commerce platform owned by Rakuten, operating with strong institutional credibility and significant resources. However, within the creator economy, credibility alone is not enough. The brand needed to be present in the conversations, publications, and communities where the space is actively being shaped. An internal communications team was already in place for broader brand initiatives. Brand Curators was brought in for a specific mandate: to provide creator economy fluency, media relationships, and a strategy to position Collective Voice, and VP of Marketing Clair Sidman, as active contributors to the industry conversation rather than observers of it.

Approach

We worked alongside Collective Voice’s internal communications team as a specialized creator economy PR partner. Our focus was earned media, executive thought leadership for Clair Sidman, and strategic integration into the creator economy ecosystem through events, journalists, and partner organizations. We built the foundational PR infrastructure for this vertical of their work, including a creator economy media list, targeted pitch angles, a speaking and awards pipeline, and a LinkedIn thought leadership strategy translating Clair’s visibility into sustained authority.

Implementation

• Conducted brand audit and developed creator economy-specific messaging and pitch strategy

• Built media list, pitch tracker, and structured outreach calendar for creator economy press

• Secured coverage in Digiday, Net Influencer, Inc., ICYMI by Lia Haberman, Influence Weekly, Social Media Decoded, Call Her Creator, and The Affiliate Marketing Show

• Supported Creator-in-Residence program expansion narrative, including Chanel Tyler’s results (42% increase in creator retention, 35% lift in linking activity) and Amani Richardson’s transition, resulting in Net Influencer coverage

• Developed and executed Clair Sidman’s LinkedIn thought leadership strategy, including content direction and ghostwriting tied to press and speaking activity

• Identified Clair Sidman for high-profile speaking opportunities, like SXSW, Social Media Week, and Possible

• Submitted award and conference applications for Clair Sidman and Catherine Halaby, including INBOUND and Creator Economy Live East

• Co-produced “Let’s Talk: Creator Mental Health” at Collective Voice HQ in San Francisco with Creators 4 Mental Health and Bay Area Creator Economy, featuring Shira Lazar and Mychal Threets

• Developed partnership activations with American Influencer Council, Creators 4 Mental Health, and CreatorTeaTalk

• Delivered biweekly reporting and monthly PR performance snapshots across a nine-month engagement

Full coverage report here.

Impact

• Coverage in Digiday, establishing presence in a leading creator economy trade publication

• Sustained nine-month earned media program across trade press, podcasts, and creator economy newsletters

• Creator-in-Residence expansion story covered by Net Influencer, anchored by measurable platform growth (42% retention increase, 35% lift in linking activity)

• Clair Sidman’s LinkedIn presence developed into an active thought leadership channel with consistent engagement driven by strategic content

• Speaking submissions positioned Clair for consideration at SXSW, Social Media Week, and New York Tech Week

• “Let’s Talk: Creator Mental Health” convened leading voices in creator wellbeing through a co-produced industry event in San Francisco

Scope of Work

Corporate PR and creator economy media relations, executive thought leadership on LinkedIn, content strategy and ghostwriting, IRL event co-production, strategic partnership development, speaking and awards strategy, and long-term campaign management alongside internal communications teams.