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Influencer marketing agency in Romania
An influencer marketing agency picks the creators for a brand’s idea, briefs them, approves what they make and measures what the posts did. Tuio, a creative agency in Bucharest, does it from the brand’s side, from product seeding to full creator campaigns and events with creators. We work with creators in Romania and Moldova, for Starbucks, P&G, Sony and ARTE. For Oral-B iO in 2024, five creator posts had an Instagram reach of 1,035,395 at 1.47% engagement, against a 0.75% benchmark.
How an influencer campaign works
An influencer campaign starts with a goal and an idea, and each creator is cast for a part in it.
- Set the goal, and the number you’ll judge it by, before anyone posts.
- Shortlist on fit with the idea and the audience, then pick.
- Write a short brief and let them use their own format.
- Approve the content, with extra checks in regulated categories.
- Publish it labelled as advertising, then measure it against the goal.
How we choose creators
We choose creators whose own life or audience fits the idea. Follower count comes second.
For the Starbucks Rewards launch in 2024, Starbucks had two artists in mind and couldn’t choose. We looked at three and recommended Irina Rimes as the best fit for the concept and the Gen Z target. For Oral-B iO Monumental Care, creators who live in restored Bucharest buildings opened their doors: Dana Rogoz toured her house from around 1890, and the tour drew 672K Instagram views, the best creator post on reach and engagement. For ARTE.tv in Romanian we picked three creators who would normally skip anything labelled culture. Their four posts, live from 27 to 29 January 2026, drew 286.9K views.
Seeding or a full creator campaign?
Seed when you have something people will want to show; run a full creator campaign when the idea needs a script, approvals and paid media. Seeding sends creators the product or the footage without asking for a set post. In a full creator campaign, their content is the campaign.
In July 2025 we seeded footage of the ZzzQuil Natura (P&G) van under J.Lo’s concert billboards to the @bucuresti city page and four creators, who shared it. Nicole Cherry, J.Lo’s opening act with 2.2 million followers at the time, was the best fit: her story got 110,753 views, of 360,102 tracked Instagram views in all.
In a full campaign the creator carries the idea. Sony wanted a rap or hip-hop artist, so rapper Macanache played a doctor prescribing bass in a 63-second reel we wrote and shot. It went up on his Instagram on 18 June 2025, and Sony then put its own TikTok media behind it. For Oral-B iO in 2024, a single creator post did 5.3M TikTok views and 20,521 interactions.
Events with creators
An event works for creators when it’s planned as a content shoot: they make their own posts, and we count them.
- The EAU de PSL launch at Starbucks Promenada Mall on 15 September 2025 had 60+ guests, 30+ of them influencers and celebrities, and every guest left with a 50 ml bottle.
- We invited creators to all four Sony Bass Therapy parties, held in Boiler cafes in Bucharest from 21 June to 12 July 2025, at no extra cost to Sony. By early July, 35-40 influencers and creators had posted from or about the parties.
- One evening of Oral-B iO’s show at MINA, during Romanian Design Week 2024, was kept for press and 12 creators: 49 Instagram posts and stories between them, 531,279 Instagram reach, 2.08% engagement.
How we measure influencer marketing
We measure against the goal set before launch and, where one exists, a benchmark: Oral-B’s five creator posts did 1.47% engagement against 0.75%. We also count:
- The organic share: 24.7% of the accounts that engaged with Starbucks Romania’s Instagram in March 2024 came organically after the Irina Rimes collab.
- Content, with its source: 212 pieces from Sony’s first three Saturdays, by Sony’s own tracking.
- What happened next: a few days after #ZERODOI’s Twitch stream for ARTE.tv, ARTE’s marketing team spotted a sudden jump in viewing around it.
What drives the cost of an influencer campaign
The budget depends on who the creators are, what they make and what goes around the posts. We don’t publish a rate card: the price of the same post changes with usage rights and exclusivity.
- The creators, the size and fit of their audience, the platform and the format (a story, a reel, a film or a Twitch stream), and how many deliverables you need.
- Usage rights (how long and where the brand reuses the content, ads included) and exclusivity.
- Production, such as the rented studio where we shot Macanache’s reel.
- Product and prizes, like a 50 ml EAU de PSL bottle for every launch guest or the Sony ULT speakers for the contest winners.
- Events, which can bring creators in at no extra cost but have their own production costs.
- Paid media behind the posts, such as the TikTok TopViews on Oral-B’s creator films.
- Creator search and contracts.
- Approvals, more of them in regulated categories such as food supplements.
- Contest rules and reporting.
Frequently asked questions
What does an influencer marketing agency do?
It picks creators for a brand, runs the collaboration and answers for the result. The phrase also covers talent agencies, which represent a roster of creators and sell their time. Tuio works for the brand and chooses creators for the idea, which is why we don't publish creator lists.
How does an influencer campaign work?
It starts with a goal and an idea. You cast creators for a part in that idea, brief them, approve the content, publish it labelled as advertising and measure it against the goal. For Starbucks Rewards in June 2024, creators from our shortlist each explained one benefit of the app on their own Instagram, in their own format.
How much does an influencer campaign cost?
It depends on the creators and formats, how long and where you reuse the content, exclusivity, production, product and events, and the paid media behind the posts. There's no standard price. Events can add creators without adding to the bill: we invited creators to every Sony Bass Therapy party at no extra cost to Sony.
How do you measure influencer marketing?
Against the goal set before launch, and a benchmark where one exists. Five Oral-B iO creator posts had an Instagram reach of 1,035,395 at 1.47% engagement in 2024, against a 0.75% benchmark. We also count views per creator, the content made, the organic share and what happened after, such as the jump in ARTE.tv viewing around #ZERODOI's Twitch stream.
What is influencer seeding, and when is it enough?
Seeding means sending creators the product or the footage without asking for a set post. It's enough when you have something people will want to show: in July 2025 we seeded ZzzQuil Natura van footage to @bucuresti and four creators, who shared it, for 360,102 tracked Instagram views.
Do influencer posts in Romania have to be labelled as ads?
Yes. A post the brand paid for in any form, barter included, has to say so clearly. When ANPC, Romania's consumer protection authority, checked Romanian influencers between 23 March and 8 April 2026, it said labels such as "parteneriat plătit" (paid partnership) or "publicitate" (advertising) have to be shown clearly, where followers will see them.
Do you run creator campaigns outside Romania?
Yes, in Moldova as well as Romania. For ARTE.tv in Romanian, #ZERODOI took arte.tv into a Twitch stream for Moldovan viewers (576 live viewers), and the premieres in Bucharest and Chișinău brought 23 Instagram stories from 17 creators.
Let’s make something unboring together!
Tell us about your brand, or the creator you’d like to work with, through our contact form.