Northwind avoided a six-figure wasted spend with audience-overlap analysis

The challenge

Northwind's team vetted creators by follower count and vibe. For a major seasonal push they had shortlisted eight creators with a combined budget in the mid six figures.

What they did

• Ran overlap analysis across the shortlist and existing always-on partners
• Benchmarked each creator's real engaged-view cost against category peers
• Cross-checked which creators competitors were already working with
• Rebuilt the roster around complementary audiences and formats

The outcome

Two shortlisted creators had ~60% audience overlap with partners already booked. Northwind cut them, redeployed the budget to three lower-cost creators with fresh reach, and launched with 42% lower cost per engaged view.

“Creator Intelligence paid for the platform in the first campaign.”
Marcus Bell — Head of Influencer, Northwind Apparel