01 — Project details
The objective was to drive awareness and engagement for a seasonal holiday collection through a large-scale creator gifting initiative. The campaign needed to generate meaningful reach in a crowded retail window while staying efficient and tightly aligned with the brand.
02 — Strategic process
Insight Development
Seasonal content performed best when creators had enough flexibility to integrate products naturally into real family moments. Prior holiday campaigns showed higher engagement when gifting felt personal and genuine rather than overtly campaign-driven.
Strategic Framing
The campaign centered on PR gifting rather than paid deliverables, prioritizing emotional storytelling, family-centered moments, and organic creator participation. Content guidelines focused on warmth, nostalgia, and flexibility instead of rigid posting requirements.
Decision Refinement
Creators were selected based on audience alignment and past performance, not follower count alone. Distribution was optimized for reach and engagement, with performance tracked in Aspire to monitor efficiency and scale.
03 — Outcomes
The campaign delivered strong performance across reach, engagement, and efficiency.
+7.6M
Impressions
$4.12
CPM
2.9%
Engagement
12.8%
Engagement on high-intent placements