Fit over following.
When relevance and reach pull in different directions, relevance wins. A smaller audience that actually buys the product beats a large one that scrolls past it.
Grannset — Automotive influencer marketing agency
Automotive × Creators × Culture × Marketing
Creator marketing, engineered for the automotive industry.
Grannset connects automotive brands with the creators their customers already watch — then plans, runs and reports the campaign end to end. Only cars. Nothing else.
FocusAutomotive brands and automotive creators, exclusively.
ScopeStrategy, creator discovery, matching, campaign management, seeding, reporting.
Contactgranit@grannset.com
01 — The point
Most agencies treat automotive as a category. At Grannset, it's the whole company.
Influencer marketing works when the creator's world and the product's world already overlap. In automotive, that overlap is specific: a builder's audience is not a reviewer's audience, and a detailing channel sells differently from a drift channel. Grannset exists to get that part right.
A
We know the communities.
The difference between a build audience and a review audience is the difference between selling a coilover kit and selling a lease. We brief for that difference.
B
We read content in context.
A wheel in a detailing video and the same wheel on a track car are two different messages. Fit is judged on what a creator makes — not only on how many people watch.
C
We run the whole thing.
From the first shortlist to the final report, one team handles creators, agreements, deliverables and timelines. You get a single point of contact.
02 — Capabilities
What Grannset does.
Six connected capabilities. Use them together as a full campaign, or bring us in for the part you're missing.
We start with your objective — a launch, awareness, sell-through, a community to build — and translate it into a creator plan: who, on which platform, in what format, saying what.
- Objective mapping
- Platform & format plan
- Budget allocation
- Timeline
We search the automotive creator ecosystem across YouTube, Instagram, TikTok and beyond, then look past follower counts at what each creator actually builds, drives and reviews.
- Longlist & shortlist
- Content audit
- Audience relevance review
- Brand-safety check
We pair each brief with creators whose content already lives near your product, handle outreach, and negotiate terms that work for both sides — including usage rights and exclusivity.
- Outreach & negotiation
- Agreements & usage rights
- Rate benchmarking
- Relationship management
We build the timeline, brief every creator, coordinate shipping, approvals and publishing dates, and keep everyone on the same page until the last post is live.
- Creator briefs
- Production timeline
- Approval workflow
- Day-to-day coordination
For parts, tools, car care and accessories, we run structured seeding programmes: the right products to the right garages, with clear expectations, disclosure guidance and tracking.
- Seeding list
- Logistics coordination
- Disclosure guidance
- Content tracking
We report against the objective set in the brief — reach, engagement, traffic, code redemptions, or whatever was agreed — and document what to repeat and what to change next time.
- Campaign report
- Content library
- Performance review
- Next-round recommendations
03 — The creator ecosystem
Not one audience. Ten of them.
Automotive creators are not interchangeable. This is the map we plan from — where creators sit between product and culture, and between long-form depth and short-form reach. Select a point to see who lives there.
Long-form · Depth
Short-form · Reach
Product-led
Culture-led
Fit over following
Car people notice everything.
The wrong creator says more about a brand than no campaign at all. Fit isn't a detail of the plan — it is the plan. Everything Grannset does is built to get it right before anything goes live.
04 — Where we work
Every corner of the automotive industry.
Different products need different creators, formats and objectives. Choose your category to start a brief with it pre-filled.
Something else?
If it has wheels, an engine or a battery, it's probably in scope. Ask us.
05 — How a campaign runs
Six steps. No mystery.
Influencer marketing should feel as structured as any other part of your marketing. This is the sequence every Grannset campaign follows.
- 01
Understand
A short brief call. What you're launching, who buys it, what success looks like, and what you've tried before.
OutputWritten brief and an agreed objective. - 02
Plan
Platforms, formats, creator tiers, budget split and timeline — designed around the objective, not the other way round.
OutputCampaign plan. - 03
Find
Research across the automotive creator ecosystem: content, audience relevance, past partnerships, brand safety.
OutputShortlist with a rationale for every name. - 04
Match
Outreach, negotiation, agreements. We confirm creators who genuinely fit and set clear deliverables and usage rights.
OutputConfirmed creator roster. - 05
Run
Briefs, product logistics, approvals, publishing. We coordinate every creator so you don't have to.
OutputLive content, on schedule. - 06
Measure
Reporting against the original objective, a library of everything produced, and a candid review of what to do next time.
OutputReport and recommendations.
06 — Platform roles
Platforms do different jobs.
A campaign is not "a YouTube video and some posts". Each platform plays a role, and the plan should say which. Here's how we think about them.
| Platform | Role in a campaign | Native formats | How audiences behave | Typically used for |
|---|---|---|---|---|
| YouTubeDepth & trust | The place where products get explained, tested and compared at length. | Long-form reviews, builds, tests, series. Shorts for reach. | People search, watch for a long time, and come back. | Product education, considered purchases, evergreen content. |
| InstagramTaste & presence | Where a brand's visual world and a creator's world blend. | Reels, carousels, Stories, collaborative posts. | Follow creators they identify with; save and share. | Brand image, launches, events, culture-led products. |
| TikTokReach & discovery | Fast, algorithm-led exposure to people who haven't met the brand. | Short vertical video, series, sound-led edits. | Discover through the feed, not through following. | Awareness, new-audience reach, momentum around a launch. |
| Live & communityConversation | Direct dialogue with the most engaged enthusiasts. | Streams, Discord, forums, podcasts, Q&A. | Small, loyal, technically fluent, vocal. | Enthusiast credibility, drops, feedback, retention. |
| Newsletters & long-form audioContext & authority | Room to explain why a product exists, in the creator's own voice. | Issues, episodes, sponsored segments. | Attentive, niche, high intent — especially in EV and tech. | Thought leadership, technical products, B2B automotive. |
Format follows objective. A product that needs explaining belongs in long-form. A product that needs to be seen belongs in short-form. Most campaigns need a deliberate mix, and the mix should be written down before the first creator is contacted.
One creator, several roles. The same creator can carry depth on YouTube and reach on TikTok. We plan the deliverables per platform, not per person, so nothing is duplicated and nothing is missed.
07 — Operating principles
How we work.
We'd rather show you how we think than show you numbers we can't stand behind. Five rules that shape every brief.
Context is the creative.
The right product in the right video, made by the right creator, needs very little script. We spend our effort on the match, not on over-directing the content.
Creators are partners.
Clear briefs, fair terms, fast replies, prompt payment. Creators who are treated well make better work, and they come back for the next campaign.
Disclosure, always.
Every partnership is clearly labelled, in line with platform rules and advertising regulation. It protects the brand, the creator and the audience.
Report on the brief.
We measure what we agreed to measure — and say so plainly when something didn't work. A report you can act on is worth more than one that flatters.
Scroll or drag →
08 — Start
Start a conversation.
Tell us what you're launching, who it's for and what you'd like to happen. A short note is enough — we'll come back with the right questions.
Email
What happens next
- 01You send a note. Use the form or email directly — whatever is easier.
- 02We reply personally. Expect a few questions and, if it makes sense, a short call.
- 03You get a first-pass direction. Creator communities, platform mix and a proposal — before any commitment.