How many creators do you need for a successful campaign?

There's no fixed number, but there is a fixed principle: one creator makes noise, twenty or more make signal.

The old reflex is "get one famous name". That works for broad awareness, but poorly for product perception within a specific group. One post — however good — disappears into the feed.

What an audience does register is repetition from different voices around the same moment. Three athletes you follow post about the same brand in the same week. The brain reads that as consensus, not as advertising. That's where the difference lies.

Our limit at Sunday Squad: 25 creators per collab, activated simultaneously within one discipline and region. Not arbitrary:

• Below 15 there's not enough critical mass to reach local saturation within a sports community.
• Above 35 we lose curation quality and every creator becomes interchangeable.
• 25 is the point where the brand becomes visible within the community in a single wave, without feeling inflationary.

For a runners' collab in Flanders that means: 25 sports creators who together generate reach within the Flemish running community in one week. No one can escape it, no one feels trampled.

For other models — a continuous creator program, a handful of always-on creators for evergreen content — different math applies. Sunday Squad's choice is deliberate: one moment, one squad, one wave.