The Pantene brand brought together micro and nano content creators for the first edition of the Pantene Creator Squad Masterclass, a project implemented in collaboration with dm Croatia and the agency Komunikacijski laboratorij. The initiative was designed as a response to changes in influencer marketing, where the focus is increasingly shifting from large reach towards authenticity, audience engagement, and content created from genuine user experiences.
Unlike traditional campaigns that rely on partnerships with already established influencers, the project was focused on identifying and developing new talent. Through an open call, creators interested in beauty content and video production were brought together, while selected participants underwent intensive training that introduced them to various aspects of working in the industry.
The programme was designed as a combination of brand, agency, and creator perspectives. Veronika Rosandić, Petra Kuljiš, and Noel Reškovac spoke about the practical challenges of everyday work, sharing their experiences related to video content production, editing, visual aesthetics, and building a distinctive creative identity.
On the other hand, Roberta Čirjak, Marketing Manager at Procter & Gamble, presented the way global brands approach collaborations with content creators and the standards they expect from their communication partners. The agency perspective was presented by Nika Mogulić from Komunikacijski laboratorij through topics such as interpreting briefs, aligning creative ideas with business objectives, and measuring campaign results.
According to Nika Mogulić, the industry has undergone significant changes in recent years, which is why follower count is no longer the sole indicator of a content creator’s value.
“Today, campaign success is primarily defined by the level of trust and interaction content creators enjoy within their communities. That is why this Masterclass represents an important step forward, as it places collaborative learning and a deep understanding of the business side at its core,” she said.
At Pantene, they believe that educating content creators is an important part of building a stronger digital ecosystem. As Roberta Čirjak pointed out, the goal of the project was not only to provide opportunities for new faces on the scene but also to help them better understand the processes behind professional collaborations between brands, agencies, and creators.
Upon completing the programme, members of the Pantene Creator Squad gained knowledge and tools they will use to create content for digital platforms, while the project itself raised the question of whether education could become the next step in the evolution of influencer marketing in the regional market.
