1. Reframe Your RFP Objectives for 2025
1.1 From Campaigns to Systems
Move beyond one-off influencer drops. Ask for:
Always-on influencer and creator relationships.
Integrated content systems that support organic and paid across TikTok and Meta.
Creative built to be repurposed across ad formats, product pages, and email.
1.2 Emphasize Real Segmentation
Signal that you want:
Influencers who connect with niche and psychographic audiences.
Representation across demographics and lived experiences.
Localized storytelling when entering new regions or verticals.
2. Essential RFP Sections
2.1 Brand Background
Summarize your ethos and what influencer/creator work has (or hasn’t) worked in the past.
2.2 Key Goals
Be clear if you need:
Influencer-led awareness and organic engagement.
Creator UGC for performance testing on Meta/TikTok.
Both—and how success is defined across the funnel.
2.3 Creative Expectations
Ask for:
Influencer campaign examples.
How the agency edits, enhances, and reuses UGC.
DR ad creation and headline/hook strategy.
3. What to Ask About Services
3.1 Creator & Influencer Discovery
How do they match creators to campaign goals?
Are there vetting filters for brand safety and values?
Can they scale both micro-influencers and high-quality UGC creators?
3.2 Content Licensing & Repurposing
What standard rights come with influencer campaigns?
How do they handle perpetual licensing for paid use?
Do they deliver ad-ready cuts, motion graphics, and CRO-enhanced edits?
3.3 Paid Social Strategy
Are they certified in Meta Ad Partnerships and allowlisting?
How do they test and scale creative variants?
What’s their POV on creator content as paid performance fuel?
3.4 Reporting & Optimization
What do monthly reports include?
How do they measure organic vs. paid results?
Do they offer creative learnings and next-step testing plans?
4. Budget, Timeline & Evaluation
4.1 Budget Parameters
Include ranges for influencer fees, creator content, and paid media.
Clarify if you want DR testing, ambassador models, or influencer licensing.
4.2 Timeline & Key Dates
Include proposal, Q&A, pitch, and kickoff windows.
State whether this is a pilot, annual retainer, or growth-phase test.
4.3 Proposal Scoring Criteria (FPO)
Strategic Fit (25%)
Content & Creator Execution (25%)
Paid Media & Optimization Strategy (20%)
Licensing & Asset Reuse (15%)
Team/Culture Fit (15%)
5. What Great Agencies Include
Ask for:
Creator and influencer sourcing strategy
How they differentiate organic vs. paid approaches
Real results from DR ad reuse
Licensing and content enhancement workflows
Budget + timeline breakdown across talent, media, and content services
6. Why Sundae is Built for This Era
Sundae helps brands deploy both influencer programs and UGC systems. We source top-tier influencers and creators, optimize their content for paid, and manage allowlisting and ad operations in-house.
Every asset is licensed to scale: TikTok, Meta, Amazon, email, and more. Our clients see 15-20x ROI on content investments and 3x improvements in Meta performance when using creator assets built through our process.
If you're looking for a partner who can deliver on both influencer campaigns and UGC performance creative, we're ready to show you how.
Action Steps
Update your RFP with specific asks for licensing, ad-readiness, and cross-channel content use.
Look for agencies with both influencer and UGC capabilities.
Prioritize partners who understand Meta/TikTok ecosystems and how to scale DR creative.
Have questions or want examples? Get in touch!
