The intelligence layer that turns good social strategy into great commercial results.
The Cultural Intelligence Suite (CIS) is Campfire's own set of four tools for social marketing. Spark predicts which conversations are about to take off, Compass turns them into a living content calendar, Creator Lab finds and forecasts the right creators, and VibeCheck measures how audiences actually feel about the work. Our teams use it on every campaign, and brands can also subscribe to it on its own.
Built for the problems on every brief
CIS is built around the problems our teams see on almost every brief, and that most marketing teams will recognise.
Culture moves faster than planning cycles.
Trends often peak before the brief lands.
There are millions of creators to choose from.
Picking the wrong one is expensive.
Data is spread across too many dashboards.
The useful signal gets lost.
KPIs are guessed rather than informed.
Benchmarks tend to be best-case.
Social results don't always reach the P&L.
Views don't automatically become sales.
Four tools that work better together
Each tool solves one problem on its own. Used together, they connect the whole campaign: what's coming, when to act, who should make it and whether it worked.
Your crystal ball
Which trend should we show up for next?
Spark monitors social platforms, search data and creator activity to spot rising conversations in your category before they reach the mainstream. It shows which trends are worth acting on, which to ignore and when to move.
Your dynamic calendar
When should we act, and when should we stay quiet?
Compass layers your launches, campaign moments and commercial peaks over Spark's trend signals and search seasonality, so your team works from a content calendar that stays current.
Your creator control centre
Who should bring it to life?
Creator Lab searches 85 million creator profiles across 40+ filters, including audience quality, brand safety and commerce conversion history, and turns weeks of manual research into a performance-forecasted shortlist in around 48 hours.
The intelligence behind two of our biggest moments.
CIS sits underneath the campaigns we run. Here's what it looked like on two of them.
Vaseline: Turning the slugging trend into Vaseline’s conversation.
Against a KPI of 8M views, Vaseline's slugging content passed 31M in December alone, with a result 75% cheaper than target. The content drew 3.5M engagements at an engagement rate above 11%, and the wider community joined in with slugging videos of their own that added 14,222,222 views.
Views, against a KPI of 8M.
Engagements
Additional views from community content.
NYX Professional Makeup: Always on, always first to the trend.
A Ghost Buns video, briefed off the back of a Spark trend, performed 95% better than NYX's average reel, and a Fat Oil Lip Drip post for freshers week went viral. Instagram followers climbed to 2.27M, and the work made the Best Use of Instagram shortlist at both the Global Social Media Awards and the UK Social Media Awards.
Growth in NYX's TikTok following.
Instagram followers, up from 2.17M.
Ghost Buns reel performance against the average reel.
The services CIS powers
Questions about the Cultural Intelligence Suite
The Cultural Intelligence Suite (CIS) is Campfire's own set of four tools for social marketing. Spark predicts trends, Compass plans content around them, Creator Lab finds and forecasts creators, and VibeCheck measures audience sentiment and purchase intent.
Yes. CIS is available as a standalone subscription for brands that want the intelligence in-house, as well as being part of every campaign our teams run.
No. It takes the guesswork out of which territory to show up in, so your creative team can spend its energy making great work in the right space instead of debating which trend to chase this week.
Each tool uses AI to read data at a scale no team could manage by hand: millions of posts, searches and creator profiles. Our strategists then interpret what it finds. AI still struggles with sarcasm, slang and in-jokes, which is why people review the output before it shapes a brief.
Book a demo and we'll show you each tool working on your category, from the trends Spark is picking up to the creators Creator Lab would shortlist.
See it working on your brand
Book a demo and we'll show you what Spark, Compass, Creator Lab and VibeCheck can see in your category right now.