P&G's chief brand officer told the ANA Media Conference on 26 March 2026 that "we still work with creators to make that happen"; he was talking about long-form work with agency creatives. Marketing Dive's report of the same session describes the expert voice moving from celebrities to influencers and creators, and soon to AI agents. This page is what the influencer layer does to six of P&G's brands, measured the same way as the sportswear and Unilever studies.
Old Spice, Olay, Tide, Pampers, Gillette and Dawn: 64 of their own ads and 138 influencer posts, placed blind. Five of six creator layers cluster less tightly than the advertising. The median post sits 70° off the brand's ads; the ads sit 35° from each other. Gillette's posts sit 105° off, on the far side of the wheel from a campaign whose own films are 10° apart. Pampers and Old Spice hold their ground. At Tide and Dawn the advertising is the scattered layer.
Hover any dot. Nike's ads and its 41 influencer posts, placed blind.
The Hotspex Map is a wheel of eight emotional territories: Inspiring, Interesting, Fun, Friendly, Nurturing, Familiar, Trustworthy, Knowledgeable. Around it sit 177 words people use to describe brands, from Cool and Youthful to Reliable and Determined, each at a fixed position calibrated on 166,855 real interviews. Neighbouring words sit together; opposites sit across the wheel.
An ad, a pack, a store or an influencer post gets the words that describe it, and its position is the average of where those words sit. Here an AI reads each piece and picks, from the 177, the words that describe it: three independent reads, we keep what two agree on. A brand's core is the average of everything it puts out.
Distance is the angle between two positions: 0° same territory, 180° opposite side. Twenty degrees is a brand in its own voice; fifty is a different register. Coherence is how tightly a set of pieces cluster, 0 scattered to 1 single-minded. Nike's ads: 0.82. Its creators: 0.46.
The score built on the Map: 0 to 100 for how much a brand's six touch points, ads to retail, point the same way. In the 612-brand North American league the best brand scores 86 and the average is 39; random content over six touch points scores about 21 and reaches 40 one time in twenty. Nike scores 68, 34th of 612 and first in sportswear.
Every brand's creator content, next to its own advertising. Gold is how tightly the brand's ads cluster; red is how tightly its influencer posts do. In sportswear it is all nine; at Unilever and P&G, all but one.
Coherence = mean resultant length of the leg's attribute vectors, 0 scattered to 1 single-minded. Bars show bootstrap 95% intervals on the creator minus ad difference; p is a label-permutation test.
Median degrees off the brand. Sportswear brands are measured from the six-touch-point core (ads against a core that excludes them); Unilever and P&G brands from the advertising centroid (ads leave-one-out), because those brands are not yet in the league.
The creators do not scatter at random; they converge. Sportswear creators read Like you, Active, Youthful, Cool, Friendly; Unilever's read Youthful, Like you, Interesting, Practical, Trendy, Friendly. Eight of the twelve most common creator words are the same across those two studies. P&G's creators read Like you, Practical, Friendly, Witty, Family-oriented, Interesting: five of the sportswear twelve, and the rest are household words, Knowledgeable, Straightforward, Nurturing, that a laundry or diaper creator brings whoever the brand is. The brands say Inspiring, Confident and Reliable in their mission language. The creators deliver Like you.
Distinctive assets do not pull a post back. In sportswear, posts carrying a logo, tagline or signature product sit 49° from the core and posts carrying none sit 48°. At Unilever, 43° against 45°. At P&G, 70° against 50°, a gap the sample cannot tell from zero (p 0.39; it would need 33° to register). The logo buys recognition, not territory. In CPG the pack does the branding: the signature product appears in two thirds of posts and the logo in fewer than one in five.
What the people buying this media get back is delivery and conversion, the same day, and same-day numbers are hard to argue with. A platform can see a sale this week. It cannot see a brand. That gap is the layer this page measures.
Same chart for each brand: gold dots its ads, red dots its influencer posts, the large red dot their centre, the white diamond the brand's core (sportswear) or the gold diamond the advertising centre (Unilever, P&G), the blue ring what the brand says it stands for.
Pampers is the P&G brand whose creators land where its ads land. Both read Family-oriented and Nurturing; the two centres are 8° apart. The posts scatter more than the films, 32° off the ads against 17° for the ads themselves, and cluster at 0.36 against 0.55, a gap the sample cannot call significant. The brand-controlled posts, 24 of 29, sit 27° off; the five it did not control sit 43° off. Seven of the 29 run on Pampers' own TikTok account with a creator in front of the camera, and the closest post in the sample is one of them, which is one way to keep the layer on the brand.
Old Spice is the other. Its ads read Masculine, Witty, Interesting, Confident, A joker; its creators read Witty, A joker, Like you, Youthful, Interesting, Masculine. The centres are 26° apart, the posts sit 44° off the ads against 34° for the ads themselves, and coherence is 0.51 against 0.62, not a significant difference. The 12 posts Old Spice controlled sit 31° off; the 12 it did not sit 61° off. Axe at Unilever and Old Spice at P&G, the two creator layers on this site that stay in the brand's register, sell the same thing to the same people with the same joke. The joke is the brief.
Tide and Dawn are a different problem. Tide's eight ads in the sample cluster at 0.18 across five territories: a Stranger Things tie-in, a Super Bowl spot, the evo launch, everyday product spots, a Boosted demo. Its creators cluster at 0.24 and read Practical, Straightforward, Knowledgeable, tighter than the ads, though still 60° from what Tide says it stands for, against 51° for the ads. Dawn's twelve ads run three stories at once, wildlife rescue in Nurturing, Powerwash in Knowledgeable, the ducks in Friendly, and cluster at 0.27; its sixteen creator posts cluster at 0.12. When the advertising has no centre, the creators cannot be off it. The 106° gap on Dawn's card is the distance between two clouds, not two positions.
Gillette is the P&G case that matches Nike. Ten ads, Masculine, Practical, Confident, Straightforward, sitting 10° from each other. Twenty-nine posts from 26 creators, Like you, Friendly, Masculine, Sporty, Family-oriented, landing in Fun 116° away and clustering at 0.25. Masculine is the one word the two layers share. More than half the posts sit past 90° from the advertising. The 26 posts Gillette paid for or seeded sit 106° off; only three in the sample were not brand-controlled, too few to compare. Olay is the softer version: ads in Inspiring, Confident, Active, Sporty, 11° from the brand's stated space; creators in Fun, Attractive, Witty, 72° away.
For each brand, the names in the sample whose content sits closest to the brand's own advertising: creators, paid ambassadors and, in some cases, the celebrity faces of a campaign, ranked by degrees off the advertising centre, with the words their posts read as. These are measured from what already ran, not picked by anyone. A voice that is already in the brand's register is the cheapest brief there is.
Only named people with a coherent post (focus 0.40 or better) inside 60° of the advertising qualify, and only where the post itself is the source; press releases and agency pages do not count, unnamed UGC is excluded. A name links to the post measured; for Pampers, seven of the 29 posts run on the brand's own account. Where a brand has fewer than three rows, nobody else qualified. For Tide and Dawn the advertising centre itself is loose (focus 0.18 and 0.27), so degrees off it are soft.
Synthetic read. Placement by claude-opus-5, three passes, two-of-three pooled, brand names scrubbed, norm of 4,110 North American advertising executions; food-and-beauty calibration on the Unilever and P&G runs. No measured accuracy for this placer; nearest benchmark is Claude Sonnet 5 on 197 banking ads, zone-level r +0.092 to +0.161 against a human ceiling of 0.308. Public Nike figures verified 14 September 2026. Disclosure: Hotspex builds the Map used here and sells the measurement the last bullet recommends. Built 18 September 2026 · hotspex.com