RAW Digital Group is a Detroit influencer marketing agency. It casts, briefs and manages Detroit creators by audience location, handles contracts, usage rights and FTC disclosure, and runs paid features on its own Detroit audience of 245,000+ followers.
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RAW Digital Group is an influencer marketing agency in Detroit, Michigan. We cast and manage Detroit creators, produce campaigns with our own crew and distribute them on our own Detroit channels, which reach more than 245,000 followers across Instagram, Facebook and TikTok, about 60% of them in Metro Detroit. Every campaign comes with a written brief, a contract covering usage rights and FTC disclosure, and a results report.
Looking for day-to-day account management, content and ads rather than creator campaigns? See our Detroit social media marketing agency services. Need monthly photo and video for your own channels? See our Detroit content creation agency page.
An agency with its own Detroit audience
Most influencer agencies rent attention from someone else. We built our own. For a local business, a concentrated Metro Detroit audience matters more than a national follower count, and it means we can put a campaign in front of Detroit on day one while creators add their own voice.
It is also why our results are specific. Shinola’s limited J Dilla timepiece release sold out within hours. Club Studio’s Birmingham/Troy opening drew more than 1,000 sign-ups. Stillwater Stables’ feature passed 450,000 views. See the full case studies.
What we do in a creator campaign
- Strategy. We start from the outcome you need, such as an opening, a launch, bookings or sales, and pick the mix of creators, our own channels and paid amplification that fits it.
- Casting. We shortlist Detroit creators by audience city, engagement quality, past brand work and fit, and we ask for native analytics before recommending anyone.
- Briefs and contracts. Deliverables, posting dates, approval rounds, usage rights, partnership ad access, exclusivity and disclosure, in writing.
- Production. Creators film their own content, or join a shoot we run with our video, photo and drone crew.
- Launch. Coordinated posting, disclosure checks and, when it helps, comment-to-DM automation that sends viewers a code or pass the moment they comment.
- Reporting. Codes, tracked links, booking data and Metro Detroit reach, reported in one place.
Audience features vs. creator campaigns
An audience feature is the fastest path to local reach. Our crew visits, builds a campaign around your story and distributes it across our own Detroit channels as a disclosed paid partnership. Request our rates and media kit for current pricing.
A creator campaign brings in Detroit creators with their own voice and niche: food, fitness, family, nightlife, style. It works well for tastings, openings, product launches and content you want to reuse in ads. Our guide to hiring Detroit influencers explains how we vet creators and what they typically charge.
Many campaigns use both. Club Studio’s opening feature paired a reel on our channels with a comment-for-a-free-pass offer, and the client reported thousands of non-members signed up. They came back for their one-year anniversary.
Who we work with
Restaurants, bars and coffee shops; hotels, venues and attractions; gyms and wellness studios; retail and consumer products; real estate and new developments; and national brands opening in Metro Detroit. If your customers live in Detroit and its suburbs, that is the audience we know best.
Done properly, on paper
Creator marketing goes wrong in the details: unclear deliverables, surprise usage fees, missing disclosure. Every agreement we manage spells out deliverables, deadlines, approval rounds, usage rights, exclusivity and disclosure. FTC rules require clear labeling of paid relationships, and we check every post. Our plain-English FTC guide covers what businesses need to know.
How to choose an influencer marketing agency
Ask any agency, including us, where its creators’ audiences actually live, who owns the content afterward, how disclosure is handled and how results will be measured. Our guide to choosing an influencer marketing agency in Detroit lists the questions and the red flags.
Measure what matters
Reach is not the finish line. We use discount codes, tracked links, comment-to-DM keywords and booking data where possible, so you can see what each creator and each feature actually drove. Start a campaign.
