Why creators, here
FMCG is a frequency business. Between launches and festivals the brand needs to stay in the neighbourhood conversation, and that is cheaper with a standing squad of nano creators than with monthly bursts. On Oye, always-on is a recurring intent with a fixed creator pool and a weekly read.
The play
- Set a monthly intent per region: a fixed number of posts, a rotating theme (breakfast, tiffin, evening snack).
- Keep a stable squad of 30–60 nano and micro creators per region for at least a quarter.
- Give creators a monthly calendar, not weekly briefs — they plan better and post more naturally.
- Rotate product focus so the squad covers the whole range over a quarter.
- Use the weekly read to retire weak performers and add new ones from the same pin codes.
Creators to activate
A stable local squad — home cooks, moms, everyday-life pages — per region.
Formats & platforms
Short Reels and Shorts, Facebook group posts, Facebook Reels in regional languages.
The intent, as you would state it
I want an always-on presence for a biscuit range across Uttar Pradesh tier-2 towns, 200 posts a month from a fixed squad, in Hindi and Bhojpuri, on Reels and Facebook.
What to measure
- Posts per month vs target
- Brand mentions in comments without a brief
- Retailer sell-through in squad pin codes
Watch-outs
- Fatigue: rotate themes and formats or the squad starts repeating itself.
- Pay on time — always-on lives on creator goodwill.