Strategic Tactics
We start with performance archetypes (Hero Products, Viral Hitmakers, Category Penetration) and tailor targeting, formats, and flighting to your goals.
Allowlisting delivers native look-and-feel with performance-grade optimization.
Allowlisting delivers native look-and-feel with performance-grade optimization.
High-Converting, Award-Winning Campaigns with the World’s Most Innovative Brands.
What Is Allowlisting?
Allowlisting is when a brand runs paid ads from a creator’s handle instead of the brand account. Consumers engage more with content that comes from someone they already trust — and your paid team still gets full control over targeting, optimization, budgets, pacing, and start/stop flexibility. It turns creator assets into a performance engine without losing the authenticity that makes them effective.
Creator Trust
Paid Media Control
The Market Reality
Consumers have hit peak media saturation.
People are scrolling, streaming, listening, and multitasking across multiple devices. Traditional branded ads struggle to break through the noise.
Creators break through where brands can’t.
Allowlisting places creator-led ads exactly where your customer is paying attention — and where traditional brand ads would be ignored.
Creator-Led Ads Feel Native
Which is why they consistently outperform brand-run ads.
Get favored by algorithms
Get watched longer
Get clicked more
Get ignored less
Convert better
What Makes It Work — The Components
Creator Content
Briefed creators make conversion-ready assets. Native voice stays intact; best practices for hooks, pacing, captions, and CTAs are baked in.
SpliceLab™
One creator video → dozens of ads. We test hooks, overlays, cuts, and voiceovers to find winners—then keep the top combos in rotation.
Precision Allowlisting
Run paid from the creator handle. Dual-handle signals boost delivery, targeting gets precise, and the best posts stay live as high-performing ads.
Performance Intelligence
Real-time testing and dashboards. We layer platform, retailer, and site signals to see what’s driving ROI—and scale it fast.
CAMPAIGN SNAPSHOT: Engine x The Shelf
Webby-Nominated | B2B Social Campaign | Cross-Platform
Engine came to us to reach marketers across TikTok, Instagram, and LinkedIn with performance-driven influencer content. We built a skit-style campaign that drove 4.2x higher VTRs than benchmarked creative—and positioned Engine as the funnest brand in a boring B2B category.
Engine | Influencer-Led Skit Campaign
Comedic storytelling around B2B work travel woes. Skit-style vertical content boosted brand visibility and engagement across paid and organic.
📊 Organic
- • 510K+ Impressions
- • 91.7K Reels views (Shannon Fiedler)
- • 8.8K Total Engagements
- • 3.2% Highest IG ER (FentiFriedChicken)
- • 1.5K+ Shares on Engine Content
🚀 Paid
- • 11.7M Impressions
- • 773 Signups at $51.75 CPA
- • 4.22% Avg. CTR
- • 35.2K Landing Page Visits
- • Top performing skit-style content
Allowlisting FAQs
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Allowlisting lets a brand run paid ads from a creator’s handle (not the brand handle). You keep the creator’s native trust while your media team keeps full control over targeting, budgets, start/stop, and optimization.
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Boosting is lightweight. Allowlisting is a full-funnel, performance setup that runs from the creator handle, stacks signals from both handles, unlocks advanced targeting, and optimizes to outcomes like CTR, CPA, ROAS.
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Yes—briefs, references, and approvals ensure on-brand creative while preserving the creator’s authentic voice that audiences trust.
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We vet creators, require disclosures, manage allowlisting permissions, and maintain full flight controls (start/stop/edit/replace) for compliance and safety.
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Yes. Allowlisting unlocks precision audiences (geo, demo, interests, custom segments) far beyond the creator’s organic reach.
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Expect early signals in 4–6 weeks (CTR, CPC, watch-through, search/retail lift) with compounding gains as top assets stay in rotation.
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Dual-handle signal layering + platform conversions, UTM/GA, retailer & Amazon attribution, MMM when available, and incrementality studies—rolled into one clear performance read.
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Start with a phased test-and-learn. We validate creator + asset + audience combos quickly, then scale only the winners.
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They can—but you lose the closed loop between native creator content and paid optimization. Our integrated model keeps learnings in lockstep so performance compounds.
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Usage rights are negotiated up front (organic, paid, whitelisting duration, cut-downs). We scope for the media plan so usage fits the flight.
CAMPAIGN SNAPSHOT: Savers x The Shelf
Cross-Border Launch Campaign | Grand Openings + Evergreen | TikTok + Instagram
Savers partnered with The Shelf to support the launch of 23 new stores across the U.S. and Canada. We deployed a cross-market influencer strategy built to drive awareness, spark engagement, and convert digital buzz into in-store excitement. From Earth Month hauls to real-time “shop with me” content, creators turned thrift moments into measurable momentum.
📊 Results That Turned Thrift Finds into Foot Traffic
✅ 5.75M Organic Impressions | 184.7K Engagements
✅ 4.9K Link Clicks · 6.7K Sticker Taps · 1.3K Replies
✅ 86.7% Positive Sentiment from 9K+ Comments
✅ 59.5M Grand Opening Impressions (↑38% Over Goal)
✅ 2.21% IG Story ER (↑121% Over Benchmark)
Savers | Cross-Border, Performance-Driven Launch
Multi-activation rollout supporting 23 store openings across the U.S. and Canada. Influencer-driven content built awareness, sparked engagement, and drove in-store intent with measurable results across paid and organic.
📊 Performance
- • 5.75M Organic Impressions
- • 184.7K Engagements
- • 4.9K Link Clicks · 6.7K Sticker Taps · 1.3K Replies
- • 86.7% Positive Sentiment
- • 2.21% IG Story ER (↑121% over benchmark)
🏬 Grand Openings
- • 59.5M Impressions (↑38% above target)
- • 25.9K Engagements
- • Top Content: Reels + In-Store Hauls
- • Highest VTR: 29.2% (3.3x Campaign Avg)
PROVEN RESULTS ACROSS CATEGORIES
Performance-Driven Campaigns Have Always Been the Standard for Us
Before it was a buzzword, it was our baseline. Here is a highlight reel of wins we’ve been able to get for brand clients over the last five years with our data-driven, repeatable, performance-driven frameworks.
Let’s Build Your Performance Engine
Let’s discuss how The Shelf can turn your influencer marketing into a performance-driven revenue channel.Let's Talk Performance