We optimise for share-of-answer in ChatGPT, Gemini, Perplexity and Google AI Overviews — alongside traditional performance channels.
How we approach influencer marketing
A team that runs this as part of a full marketing picture, not a one-off boost.
Step 1: Audit Your Landscape
Know what you're working with Start by mapping your current influencer activities and past campaign costs. You'll get a clear breakdown of what worked, what didn't, and where money went. This baseline becomes your planning foundation for smarter allocation decisions.
Step 2: Build Your Framework
Structure that makes sense Your budget gets divided across campaign types, influencer tiers, and content formats. Macro versus micro creators. Product seeding versus paid partnerships. Each category receives a percentage based on your goals and the data we've gathered.
Step 3: Account for Everything
The hidden costs add up Beyond creator fees, budgets include content rights, platform tools, product costs, and management time. Shipping samples to fifty creators? That's factored in. Gifting budgets, tracking software subscriptions, and contingency funds all get their own line items.
Step 4: Monitor and Adjust
Flexibility when you need it Monthly check-ins review spending against performance metrics. If micro-influencers outperform celebrity partnerships, funds shift accordingly. The budget becomes a living document that responds to real results, not just initial assumptions.
Our Influencer Marketing methodology
What separates a Dcrayon influencer marketing engagement from a generic agency retainer.
Primary channel for this vertical.
We run it as the anchor, not a bolt-on. 2.8% benchmark CTR across live accounts.
Multi-touch attribution model that captures the full journey — from first AI citation to closed sale.
No last-click fiction.
Median across live accounts in this vertical.
Not a projection, not a best-case — the median. Verified in the scoping call.
No junior account managers.
The strategist who scopes the account executes it. Average tenure with clients: 2.6 years.
Most retainers: Rs 3L-6L/month.
Starter engagements from Rs 60K. Fixed scope, quoted in one business day against your Dcrayon Score readout.
What's inside a Influencer Marketing engagement
Scope, pricing model, and the team structure for growth-stage businesses.
Diagnostic
Free Dcrayon Score: 150-factor audit of your current influencer marketing performance. Delivered in one business day with a 90-day roadmap.
Retainer
Senior strategist + execution squad. Weekly cadence. Month-to-month after the first 90 days. Average retainer: Rs 150-800 CPA target.
Sprint
Scoped one-off engagement with a fixed estimate. Best when a single focused sprint will move the needle without ongoing retainer overhead.
Get a free Influencer Marketing audit
A senior strategist reviews your current influencer marketing setup and delivers a 90-day plan in one business day. No obligation, no sales theatre.
+3.4x
ROAS lift via influencer programme
WHY DCRAYON
What makes Dcrayon different
Six things that separate a Dcrayon retainer from a generic influencer marketing agency.
ROI-First Budget Models
We start with your revenue goals and work backward, creating spend plans that tie every dollar to measurable business outcomes within 90 days.
Audience Cost Analysis
Compare CPM rates across 12+ platforms to find where your specific audience costs 40-60% less than industry averages without sacrificing reach.
Tiered Influencer Mix
Instead of gambling on one celebrity, we build portfolios combining macro, micro, and nano creators that typically generate 3x more engagement per dollar.
Seasonal Spend Modeling
Wondering when to invest heavily versus pull back? Our quarterly planning maps your budget to actual buying cycles in your category.
Built-In Contingency Framework
We reserve 15-20% of budgets for performance amplification, so winning campaigns get fuel while underperformers don't drain your entire allocation.
Real-Time Budget Tracking
Monthly reconciliation reports show exactly where money went, what it delivered, and how to reallocate remaining spend for maximum impact.
FAQ
Questions & answers
What growth-stage businesses ask us about influencer marketing before signing.
Most brands allocate between 15-30% of their total marketing budget to influencer campaigns, though this varies widely by industry. A realistic starting point is $2,000-$5,000 monthly for small businesses working with micro-influencers, while mid-size companies often invest $10,000-$50,000 per month. Your sweet spot depends on your goals, audience size, and chosen influencer tiers. Start conservatively and scale based on performance data.
Absolutely. Micro-influencers with 10,000-50,000 followers often deliver better engagement rates than major names, sometimes charging just $200-$500 per post. You can run effective campaigns with $1,500-$3,000 by partnering with 3-5 relevant micro-influencers. The key is choosing creators whose audience genuinely aligns with your product. Quality targeting beats big spending every time.
Beyond creator fees, plan for product seeding (samples or gifts), content usage rights which can add 20-50% to base rates, management tools or agency fees, and shipping costs. Many brands also budget for paid amplification, boosting top-performing influencer content with 10-20% of the total campaign budget. Don't forget trackable links, discount codes, and analytics tools to measure your ROI properly.
A balanced approach works well: allocate 50-60% to micro-influencers for authentic engagement, 30-40% to mid-tier creators for broader reach, and 10-20% to test nano-influencers or reserve for standout opportunities. This diversification reduces risk while maximizing both engagement and impressions. Adjust quarterly based on what drives actual conversions for your business, not just vanity metrics.
Both approaches work, but campaign-based budgeting gives you more flexibility. Plan 3-4 major campaigns annually with dedicated budgets, then reserve 15-20% for always-on partnerships and spontaneous opportunities. Most successful brands commit to at least 90-day contracts with top performers, allowing time to test, optimize, and build authentic relationships that actually move the needle for your business.
Get your Dcrayon Score
Free diagnostic of your influencer marketing performance and the 90-day plan to close the gap.