# Influencer Marketing Reporting: Reactive Seasonal Gifting Campaigns

Molly Cole, a creator program manager at Epic Gardening with nearly five years in influencer marketing, walks through how she uses performance data to trigger timely, low-pressure creator activations. Her core approach to influencer marketing reporting is reactive and seasonal: when post volume or revenue dips, she launches what she calls a fun gifting campaign to rally creators without heavy content requirements.

Her go-to example is a seed starting campaign, where any creator can join and the only ask is two posts across a three-month season, giving participants plenty of runway while keeping the brand active in the feed. She draws a clear distinction between these loose activation campaigns and paid ads campaigns, where she assigns more specific, structured content briefs. The underlying logic is that low-stakes product sends generate momentum when engagement stalls, without burning creator goodwill.

Watch to see exactly how Molly structures the campaign requirements and decides when a fun activation is the right lever to pull versus a tighter paid content push.

## More mentors talking about: Measuring

[Amber Kai](/content/field-guide/video/reporting-analysis-best-practices-by-amber-kai/index.html)  
CEO  
Sequincial

[Brenda Daniel](/content/field-guide/video/reporting-analysis-best-practices-by-bren-daniel/index.html)  
Growth Partnerships  
Caraway

[Jonathan Claydon](/content/field-guide/video/reporting-analysis-best-practices-by-jonathan-claydon/index.html)  
Chief Development Officer  
Acceleration Partners

## More about: Measuring

[Examples of Influencer Marketing: Treating It Like a Paid Social Channel](/content/field-guide/video/testing-culture-by-micah-whitehead/index.html)

by  
Micah Whitehead

[Influencer Marketing Report: A Weighted Channel Matrix Instead of Last-Click](/content/field-guide/video/reporting-analysis-best-practices-by-molly-savage/index.html)

by  
Molly Savage

[Influencer Marketing Agencies: Why Treating Your Brand Like a TV Network Wins](/content/field-guide/video/growing-your-influencer-marketing-team-by-lydia-lee/index.html)

by  
Lydia Lee

[Micro-influencer Marketing: Why a TV Network Plan Comes Before Hires](/content/field-guide/video/scaling-success-by-lydia-lee/index.html)

by  
Lydia Lee

[UGC Agency: Why 100-150 Creators Is the Full-Time Hire Mark](/content/field-guide/video/growing-your-influencer-marketing-team-by-sarah-crow/index.html)

by  
Sarah Crow

[Influencer Agency: Why Cash Flow Decides In-House vs Outsourced](/content/field-guide/video/growing-your-influencer-marketing-team-by-molly-savage/index.html)

by  
Molly Savage

[Influencer Marketing Agency: Why Cross-Brand Pattern Recognition Matters](/content/field-guide/video/growing-your-influencer-marketing-team-by-kristen-althoff/index.html)

by  
Kristen Althoff

[Influencer Marketing Strategy: A 1-Month Test Window Per Creator](/content/field-guide/video/testing-culture-by-anders-bill/index.html)

by  
Anders Bill

## Themes

[Foundations](/content/field-guide/theme/foundations/index.html)

[Sourcing & Vetting](/content/field-guide/theme/sourcing-vetting/index.html)

[What to Book & How to negotiate the best deal](/content/field-guide/theme/what-to-book/index.html)

[Paid Social & Performance Marketing](/content/field-guide/theme/paid-social/index.html)

[Contracting & Creator Support](/content/field-guide/theme/contracting/index.html)

[Measuring & Scaling Success](/content/field-guide/theme/measuring/index.html)

[TikTok Shop](/content/field-guide/theme/tiktok-shop/index.html)

**Welcome to our Influencer Marketing Field Guide**

We've brought together the best minds in influencer marketing to share their best tactics and insights.