20+ Repositioning campaign examples broad

1. The brand looks dated and wants a younger buyer

Everybody knows the name, and that is the problem, because the name they know is the old one.

🟢 Peelz Citrus

A mandarin orange sold in supermarkets, picked up by parents and read by everybody else as fruit for adults.

41.1 million impressions, 1.7 million engagements, 145% of planned content delivered

The campaign in detail 11

• When. From November 2023 through May 2024, The Shelf engineered a data-backed influencer campaign designed to inject humor, creativity, and attitude into a sleepy grocery aisle. source
• Who ran it. Peelz Citrus partnered with The Shelf to shake up the mandarin category. source
• Where it ran. Client: Peelz Citrus Industry: Food & Beverage (CPG / Produce) Campaign Focus: Brand Awareness, Engagement, and UGC Generation Platforms: TikTok, Instagram (Reels, Carousels, Stories), Meta Paid Media Content Type: Creator-led short-form video, bold lifestyle content, and high-impact UGC source
• The creators. To bring that vision to life, The Shelf activated 28 creators across TikTok and Instagram, spanning micro to mega tiers. source
• What they made. Deliverables included high-energy edits, humor-driven skits, DIY visuals, and cinematic transitions that made Peelz feel like a lifestyle accessory. source
• Money. TikTok’s Interest Graph extended Peelz’s visibility far beyond its follower base, while Meta’s Advantage+ optimization turned those organic insights into paid efficiency, driving CPM down by 26 % and CTR up 17 %. source
• Results. The campaign didn’t just hit goals - it redefined them: 41.1 million impressions, 1.7 million engagements, and 145% of assets delivered . source
• Results. On Instagram, bold creator storytelling delivered more than 10 million organic impressions and 298 K engagements . source
• Results. Video outperformed static content, 69 % of videos beat impression benchmarks source
• Results. With her following of 2.7 million, Kelli’s content secured 19K engagements, showcasing a True Engagement Rate of 0.60%. source
• Results. Pulling in over 2.5 million impressions on Instagram, Val’s content was both visually captivating and highly effective, making her a top performer in showcasing Peelz’s brand positioning with energy and elegance. source

The posts 6

Creator posts from the campaign

• a creator post from the campaign akana_official
• Kimberly's post, called out as the standout of the set
• a creator post from the campaign
• a creator post from the campaign
• a creator post from the campaign
• the dance routine post, Peelz in the choreography

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda Source

Problem Peelz sat in a sleepy grocery aisle that lacked humor, creativity and attitude. “From November 2023 through May 2024, The Shelf engineered a data-backed influencer campaign designed to inject humor, creativity, and attitude into a sleepy grocery aisle.” source

Goal Peelz wanted to drop its wholesome family snack image and become a bold fruit for stylish adults. “The brand wanted to move beyond the “wholesome family snack” narrative and reposition itself as the bold, modern fruit for adults who snack with style.” source

Solution taken The Shelf had creators produce comedic skits and high-energy video edits for Peelz. “Deliverables included high-energy edits, humor-driven skits, DIY visuals, and cinematic transitions that made Peelz feel like a lifestyle accessory.” source

Why this solution The Shelf chose Peelz creators for their fit and humor, not their follower count. “Influencers were chosen not for follower count, but for fit - each one embodied the creative edge and humor that define Peelz’s identity.” source

No source we read says: constraints, solutions considered

🔵 J2O

A soft drink poured in British pubs for twenty years, launching a ready to drink mocktail and wanting to be what Gen Z orders when they are not drinking.

15.4 million views, 14.9 million paid impressions, 21% sales growth versus pre-campaign period

The campaign in detail 6

• Where it ran, Money. To reach broad swathes of our young audience, we seeped the content throughout TikTok with paid-for amplification of the content. source
• The creators. From just six creators creating one TikTok each, we successfully poured J2O Mocktails into the social currents of TikTok with outstanding results. source
• The creators. From @joshberrycomedy, one of the posh creators, delivering joke-a-second send ups of posh stereotypes. source
• What they made. Viewers want to be entertained and our creators did just that through their unique and funny videos. source
• What they made. Every piece of content was authentic to the creators' natural content style and tone of voice. source
• Results. J2O’s reported 15.4M views, 21% sales growth, and brand-lift measures are entrant-reported; Nielsen’s study does not validate those specific figures. our own write up

No source we read says: when, who ran it

The posts 6

Creator posts from the campaign

• a creator post from the campaign george_olney
• a creator post from the campaign hollyandbrookearehooked
• a creator post from the campaign joshberrycomedy
• a creator post from the campaign kyronhamilton
• a creator post from the campaign henryrowleyy
• a creator post from the campaign shabazsays

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda Source

Problem J2O was known as a family brand and needed more visibility with Gen Z students. “But as a brand associated with families, they wanted to drive visibility amongst Gen Z students.” source

Goal J2O wanted to expand into more social occasions as non-alcoholic drinks kept gaining popularity. “The brand was looking to expand its appeal into ever more occasions, at a time when non-alcoholic options are continuing to gain relevance and sales.” source

Solution taken Six creators each made one TikTok video for J2O Mocktails. “From just six creators creating one TikTok each, we successfully poured J2O Mocktails into the social currents of TikTok with outstanding results.” source

Why this solution Posh means different things to different people, so J2O tested how two types of creators would joke about it. “Everyone's understanding of what makes something posh varies, so we wanted to see how two types of creators would interpret a brief to poke fun at being posh.” source

No source we read says: constraints, solutions considered

Click to enlarge

🔵 Listerine

The mouthwash everybody grew up with, running a thirty day push through Rite Aid stores in eighteen states.

2.5 million reach, 5 million impressions, 6% engagement rate

The campaign in detail 4

• When. The problem. The oral-care brand wanted to move consumers from “I should” to “I choose” around everyday oral-hygiene behavior and, during a key 30-day promotion, drive traffic to regional Rite Aid locations where the retailer had recently repositioned toward younger consumers. our own write up
• Who ran it, The creators, What they made. What the agency reports was done. VIZsense analyzed category/competitor conversations from 1997-2021, used resulting product/audience/message insights to guide the campaign, selected millennial lifestyle creators who could frame self-care realistically, and geographically targeted creators whose audiences were located across the 18 states with Rite Aid locations. our own write up
• Results. More materially, it reports that the featured product was up 17% over base sales at Rite Aid during the campaign, that total sales lift was 4% versus the prior period while the product was declining at other retailers, and that sales continued to trend upward against prior periods for one month after activation. our own write up
• Results. Reported outcome. The agency reports 2.5 million reach, 5 million impressions, a 6% engagement rate, and 18× total media value from initial investment. our own write up

No source we read says: where it ran, money

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda Source

Problem Shoppers often knew they should care about oral hygiene but rarely felt like choosing it. “The problem. The oral-care brand wanted to move consumers from “I should” to “I choose” around everyday oral-hygiene behavior and, during a key 30-day promotion, drive traffic to regional Rite Aid locations where the retailer had recently repositioned toward younger consumers.” our own write up

Goal Listerine wanted shoppers in regional Rite Aid stores during a 30-day promotion, as Rite Aid courted younger buyers. The same sentence as Problem.

Solution taken VIZsense picked millennial lifestyle creators who could talk about self-care in a real way. “What the agency reports was done. VIZsense analyzed category/competitor conversations from 1997-2021, used resulting product/audience/message insights to guide the campaign, selected millennial lifestyle creators who could frame self-care realistically, and geographically targeted creators whose audiences were located across the 18 states with Rite Aid locations.” our own write up

Why this solution It studied years of category conversations from 1997 to 2021 before deciding who to cast and what to say. The same sentence as Solution taken.

No source we read says: constraints, solutions considered

⚪ Tommy Hilfiger

A nineties American fashion name at New York Fashion Week, trying to own sailing and heritage again in the loudest week of the year.

$56.5 million in earned media value across 3,100 posts

The campaign in detail 7

• When. For the Spring/Summer 2025 New York Fashion Week, Tommy Hilfiger executed one of the most culturally resonant and high-performing influencer activations in recent fashion history. our own write up
• Where it ran. Platform: The campaign was heavily driven by Instagram and TikTok, utilizing Lefty's influencer marketing platform for talent sourcing and campaign execution. our own write up
• The creators. The brand invited top-tier international talent, most notably K-pop superstars Jisoo (Blackpink) and Felix and Lee Know (Stray Kids). our own write up
• What they made. By pairing fashion week activations with long-term creators and high-impact cultural storytelling, like the NYFW SS25 show aboard the Staten Island Ferry featuring Wu-Tang Clan, Tommy Hilfiger was able to elevate its brand narrative from fashion event to cultural movement. source
• Results. Earned Media Value (EMV): $56.5 million (a 75% increase from the SS23 campaign). our own write up
• Results. With 3,100 posts from 250 influencers, it achieved high visibility and maintained a 3.6% average engagement rate. source
• Results. Jisoo alone generated $23.4 million in EMV with an engagement rate of 2.9%. our own write up

No source we read says: who ran it, money

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, NYC_Influencer_Campaigns_Case_Studies.md

Solution taken Tommy Hilfiger held its NYFW SS25 show aboard the Staten Island Ferry, with Wu-Tang Clan performing. “By pairing fashion week activations with long-term creators and high-impact cultural storytelling, like the NYFW SS25 show aboard the Staten Island Ferry featuring Wu-Tang Clan, Tommy Hilfiger was able to elevate its brand narrative from fashion event to cultural movement.” source

No source we read says: problem, goal, constraints, solutions considered, why this solution

⚪ smartwater

A bottled water brand people already knew, wanting to look current in days rather than over a year.

3 million people reached in 2 days

The campaign in detail 1

• When, Results. Reached 3 million people in just 2 days through an experiential and social-first campaign. our own write up

No source we read says: who ran it, where it ran, the creators, what they made, money

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, viral_nation_outcomes_report.md

Solution taken It turned the rebrand into an experiential, social-first campaign. “Reached 3 million people in just 2 days through an experiential and social-first campaign.” our own write up

No source we read says: problem, goal, constraints, solutions considered, why this solution

⚪ IWC Schaffhausen

A Swiss watch house with a long history and a customer who was getting older every year.

Modernized IWC's image, Connected the heritage brand to younger demographics

The campaign in detail 4

• When. Schaffhausen, 16 March 2018, In April, IWC Schaffhausen will kick off a worldwide omnichannel advertising campaign with actor Bradley Cooper. source
• When, The creators. Schaffhausen, 25th January 2022, Following the successful launch of new Pilot’s Watches, IWC Schaffhausen has unveiled an advertising campaign featuring Eileen Gu, its latest brand ambassador. source
• Where it ran, What they made. In the TV spot, footage of Gu skating in the park and on the slopes is combined with her talking directly to the camera, asking the viewer to rethink preconceptions and push for their dreams, whatever they may be. source
• The creators. At the Salon International de la Haute Horlogerie (SIHH) held in Geneva in January, IWC Schaffhausen welcomed Bradley Cooper as a new brand ambassador. source

No source we read says: who ran it, money, results

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, watch_influencer_marketing_report.md

Goal IWC wanted to inspire younger people to break boundaries and pursue their dreams. “We are so happy to partner with Eileen on this new campaign to inspire the younger generation to break the boundaries, fully express themselves and pursue their dreams,”” source

Solutions considered IWC shifted from traditional celebrity endorsements to digital creators who could teach younger audiences about watchmaking. “This partnership marked a shift from traditional celebrity endorsements to engaging with digital-native creators who could educate younger audiences about horology.” our own write up

Solution taken IWC went from a 2018 worldwide campaign with actor Bradley Cooper to a new campaign with Eileen Gu. “Schaffhausen, 16 March 2018, In April, IWC Schaffhausen will kick off a worldwide omnichannel advertising campaign with actor Bradley Cooper.” source The same sentence as Goal.

Why this solution IWC partners with people who embody its core values of excellence, pioneering spirit, and adventure. “IWC's strategy revolves around partnering with individuals who embody the brand's core values of excellence, pioneering spirit, and adventure.” our own write up

No source we read says: problem, constraints

⚪ Lincoln Motor Company

An American luxury car that people thought of as their grandfather sat in it, parked next to Mercedes and BMW.

Within two months of launch, Lincoln reported 13% year-to-date sales increase, MKC model saw steadily rising sales without heavy dealer incentives

The campaign in detail 6

• When, The creators. When Hudson Rouge paired Lincoln with Matthew McConaughey in 2014, we created an intelligent playbook for how to focus on a celebrity’s unique talents, and how to know when and where to use them for maximum effect and brand impact. source
• Who ran it. Team Detroit's New York-based Hudson Rouge division launched a new campaign for the Lincoln MKX, the brand's third featuring actor Matthew McConaughey , this time teaming up with director Gus Van Sant (Drugstore Cowboy, My Own Private Idao, Good Will Hunting). source
• Where it ran. And after dozens of TV spots with millions of YouTube views over the better part of a decade, the results speak for themselves. source
• What they made. Set to a slow jazz song, the spot shows the actor enjoying a ride in the vehicle, showing off its camera security feature, before arriving at a friend's lavish home for a game of cards. source
• What they made. The stylishly shot ad slowly arrives at its conclusion with tagline "The Feeling Stays With You," which emphasizes the luxury aspects of the MKZ and their lasting impact on the driver's mood. source
• Results. Along with a renewed cultural relevance, Lincoln saw sales jump 13% in a year. source

No source we read says: money

Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, unorthodox_celebrity_endorsements.md

Goal Lincoln, a heritage car brand rooted in Detroit, wanted to reach a wider audience. “Lincoln, a heritage automotive brand with deep roots in Detroit, wanted to attract a wider audience.” source

Solutions considered The first McConaughey ads had him philosophizing behind the wheel, and this time he stays silent. “While the actor's original infamous spots for Lincoln’s MKC featured him waxing philosophical while driving around in his MKC and a follow-up campaign for the MKZ followed much the same formula, this time around McConaughey stays silent.” source

Solution taken Hudson Rouge cast Matthew McConaughey in three Lincoln campaigns, the third one directed by Gus Van Sant. “Team Detroit's New York-based Hudson Rouge division launched a new campaign for the Lincoln MKX, the brand's third featuring actor Matthew McConaughey , this time teaming up with director Gus Van Sant (Drugstore Cowboy, My Own Private Idao, Good Will Hunting).” source

No source we read says: problem, constraints, why this solution

2. Same product, a different buyer

Nothing about the product changes, the person being sold to does.

🔵 Under Armour

A sports brand that men bought, going after women, against a Nike that had been talking to them for years.

Generated 1.5 billion impressions, Achieved 28% increase in sales, Won Cyber Grand Prix at Cannes Lions

The campaign in detail 4

• Who ran it. Under Armour & Gisele Bündchen: "I Will What I Want" (Droga5, 2015) our own write up
• Where it ran, What they made. This raw, unedited TV spot sees Gisele working out while her space is invaded by real online comments in reaction to her unexpected partnership with Under Armour, which was made just two days prior to the spot first airing. source
• The creators. It succeeded by subverting expectations of a celebrity endorsement, using Bündchen's resilience against criticism to embody the brand's core message of inner strength. our own write up
• Results. Winning the Cyber Grand Prix, the campaign generated 1.5 billion impressions and a 28% increase in sales. our own write up

No source we read says: when, money

Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol Source

Problem People saw Under Armour as a brand mostly for men. “Under Armour sought to expand its female consumer base and challenge the perception that it was a male-centric brand.” our own write up

Goal Under Armour wanted more women buying its gear. The same sentence as Problem.

Solution taken Under Armour signed supermodel Gisele for a campaign built on her being judged harshly online. “In a deliberately provocative move, sportswear supplier Under Armour signed international supermodel Gisele Bündchen, in a campaign that relied on her being harshly judged by the online masses.” source

Why this solution The model shrugging off criticism fit Under Armour's own message of inner strength. “It succeeded by subverting expectations of a celebrity endorsement, using Bündchen's resilience against criticism to embody the brand's core message of inner strength.” our own write up

No source we read says: constraints, solutions considered

🔵 Opendoor

A company that buys and sells houses online, needing two audiences at once, young people moving for the first time and older people downsizing.

For Life's New Opportunities, 5.1 million impressions, 438,300 engagements, 837 pieces of content, 8.6% engagement rate, For Life's New Opportunities, 19% higher click-through rate and 22% lower cost-per-click in TikTok Spark Ads, Make Your Move, 4.3 million impressions, 95,000+ engagements

The campaign in detail 9

• Who ran it. Thus, an investment in an influencer marketing platform and a partnership with Later came to be. source
• Where it ran, What they made. Creators took to Instagram and Facebook to share posts, Stories, and Reels that recounted their homebuying experience with Opendoor, as well as the life changes that brought them there. source
• The creators. Opendoor prioritized working with creators who, like its target audience, were in the midst of a life-changing transition. source
• The creators. Partnering with creators like @RetirementHouse (comedic sketches bridging generational gaps), @Colleen_Heidemann (beauty rebel), and @TingMyStyle (thoughtful poet transitioning to apartment life), the campaign utilized Instagram and TikTok. our own write up
• What they made. The campaign featured "granfluencers" (influencers over the age of 55) to share authentic stories about taking chances, simplifying life, and embracing new chapters. our own write up
• Results. The campaign generated 5.1 million impressions and 438,300 engagements across 837 pieces of content. our own write up
• Results. The initiative generated 4.3 million impressions and over 95,000 engagements, successfully driving brand awareness and consideration among an older generation. our own write up
• Results. These paid ads achieved a 19% higher click-through rate (CTR) and a 22% lower cost per click (CPC) compared to organic IGC repurposed on Opendoor’s brand-owned TikTok. source
• Results. The campaign’s Instagram posts resulted in an average engagement rate of 12.3%, which surpassed benchmark engagement rates in similar industries like Retail/eCommerce (9.4%), Internet/Web (9.3%), and Lifestyle (7.7%). source

No source we read says: when, money

Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol Source

Goal Opendoor wanted to raise brand awareness, consideration, and trust, backed by its own research data. “Opendoor also wanted to see an increase in brand awareness, consideration, and consumer trust, proven by data collected from its quarterly internal research studies.” source

Constraints Opendoor needed campaigns it could measure and run fast. “As a data-driven tech company, Opendoor prioritizes campaign measurement and speed of execution.” source

Solution taken Opendoor worked with Later on influencer campaigns that activated its new brand purpose. “As part of its digital marketing strategy, Opendoor has worked with Later on several influencer marketing campaigns, which have helped take its social media presence to the next level by activating its new brand purpose.” source

Why this solution Local creators who know their own neighborhoods build the trust a home sale needs. “By focusing on local creators who understand specific markets and neighborhoods, Opendoor drives high-intent leads and builds trust, which is crucial for high-consideration financial decisions like buying or selling a home.” our own write up

No source we read says: problem, solutions considered

Click to enlarge

🔵 Renault

A French car maker launching the new Scenic, a family car that families were not putting on their list.

1.9 million engagements, Reached over 230 million people, supported by PR coverage in major national media, 78% positive shift in purchase consideration among people exposed to the content

The campaign in detail 10

• When. For 12 months, the influencers Renault Scénic cars would be rigged with dash-cams to capture their warts-and-all experiences. source
• Who ran it. MSL worked with Renault to create a campaign with shareable and newsworthy content at its core, designed to resonate with the Renault Scénic target consumer (UK parents) in a real and powerful way supported by paid, owned and earned media. source
• Where it ran. The up-and-coming faces of parenting on Instagram, Simon, and Anna had the authority to speak in the space, offer engaged communities and most importantly provide an unfiltered look at parenting. source
• The creators. Using MSL’s proprietary influencer identification tools, MSL’s analysis led us to choose Anna Whitehouse ( Mother Pukka ) and Simon Hooper ( Father of Daughters ). source
• What they made. They set out to create an entertaining dash-cam series showcasing real life in a family car. source
• What they made. Anna and Simon each made 12 videos across the space of a year, and were not restricted to key messages. source
• Results. Working with influencers Mother Pukka and Father of Daughters, Renault receives about 1.9m engagements with #BehindCarDoors campaign, which positions the Scénic as the ultimate family car. source
• Results. In line with the campaign objective to improve the Scénic’s consideration as a family car, research was conducted pre- and post-campaign, which concluded: 78% positive shift in purchase consideration source
• Results. Over 230 million reached via PR with in-depth articles featured in the likes of the Mirror, Sun, and Telegraph source
• Results. 1000 views in the first 60 seconds of Father of Daughters post source

No source we read says: money

Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol Source

Problem Consumer research showed the car sat low on families' lists of cars to consider. “Not only that but consumer research had shown that the Scénic was low on the list of consideration for families, so the primary objective of the campaign was to achieve a shift in product perception.” source

Goal The whole campaign aimed to reposition the Renault Scenic as a true family car. “All with the purpose of repositioning the car Renault Scenic as a family car.” source

Constraints Renault normally kept tight control over its brand messaging in campaigns. “The quality of the content was born from the bravery Renault had to release control of tight brand messaging, letting the car itself sing via the authentic nature of the campaign, and the influencers themselves.” source

Solutions considered Rather than handing over set messaging, the brand gave the influencers five points and total freedom to skip them. “Instead, they gave them five of the cars’ unique selling points and some treatment ideas, with no obligation to cover them.” source

Solution taken MSL built a Renault campaign around shareable, newsworthy content aimed at UK parents. “MSL worked with Renault to create a campaign with shareable and newsworthy content at its core, designed to resonate with the Renault Scénic target consumer (UK parents) in a real and powerful way supported by paid, owned and earned media.” source

Why this solution MSL based the campaign on the insight that car journeys were becoming real family time. “After uncovering the insight that car journeys are redefining the concept of family time, MSL’s strategy focused on exploring the importance of time spent together and the car as a place of honest conversations and storytelling.” source

⚪ Robinhood

A share dealing app whose users were overwhelmingly young, white and male.

3.5M people reached, 1.5M views, 250,000 engagements

The campaign in detail 4

• Who ran it. Wanting to target women, young adults, and individuals new to investing, they partnered with NeoReach to reach previously unsaturated communities. source
• Where it ran, The creators. We cast 15+ influencers including Ciara Elaine, Hitomi Mochizuki, Shay Budgets, whose audiences map directly to Robinhood’s fintech audience, across YouTube. source
• What they made. The creators produced financial advice videos, some specifically about investing and others about general money-making and saving tips. source
• Results. The campaign successfully diversified Robinhood's reach, generating 1.5M views, 250K engagements, and 3.5M+ reach while bringing thousands of new users to the platform and promoting overall brand awareness. source

No source we read says: when, money

Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol our own write up, fintech_influencer_campaigns.md

Problem Robinhood needed to diversify their user base to include women, people of color, and new investors. “They needed to diversify their user base to include women, people of color, and individuals new to investing.” our own write up

Goal Robinhood wanted to reach women, young adults, and people new to investing. “Wanting to target women, young adults, and individuals new to investing, they partnered with NeoReach to reach previously unsaturated communities.” source

Constraints Robinhood risked being seen as a platform for only one type of person, which could hurt its reputation. “This was necessary to drive broader app downloads and reduce the reputational risk of being seen as a platform for a single demographic.” our own write up

Solution taken Robinhood worked with NeoReach to activate over 15 diverse female YouTube influencers, including finance creators and lifestyle vloggers. “Robinhood partnered with the agency NeoReach to activate over 15 diverse female YouTube influencers, including finance creators, lifestyle vloggers, and women of color.” our own write up

No source we read says: solutions considered, why this solution

⚪ Advil

A painkiller trying to be taken seriously by gamers, who scroll straight past an advert about pain.

14,000+ landing page clicks, 51% awareness lift

The campaign in detail 11

• Who ran it. Advil partnered with Canadian neuroscientist Dr. Séamas Weech (and Edelman Canada) to bridge neuroscience and gaming, known for his groundbreaking work on cyber sickness and brain-computer interfaces. source
• Where it ran. The campaign was strategically promoted on platforms most frequented by gamers, including YouTube, Instagram and Twitch. source
• The creators. Advil collaborated with famous gaming influencers MTashed and others like Galadriel, Midnababy and XStarWake to amplify the campaign's reach. source
• What they made. These insights informed the creation of the Advil Head Settings Guides, which were tested through qualitative studies with headache-prone gamers. source
• What they made. A 2.5-minute documentary-style video launched the campaign, explaining gaming headaches and promoting the Head Settings in an approachable, humorous way that resonated with gamers. source
• Results. A 51% increase in awareness of Advil for addressing gaming headaches. source
• Results. Over 14,000 clicks to the landing page. source
• Results. 3.15% organic engagement rate, exceeding the 2% industry standard. source
• Results. Earned Media: Over 100 stories and 5 million impressions, including features on Tech Talk with Marc Saltzman, Mobile Syrup and Console Creatures. source
• Results. 26% ad awareness, surpassing Twitch’s 6% standard. source
• Results. Campaign Reach and Sentiment: 100% positive sentiment across Twitch, Instagram, YouTube and the campaign landing page. source

No source we read says: when, money

The posts 1

The campaign's own film

• The Making Of: Advil Head Settings Advil Canada, 2024-01-15, 1,589 views The making-of, on Advil Canada's own channel.

Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol our own write up, influencer_marketing_case_study_report.md

Problem 71% of gamers said long gaming sessions gave them headaches, and 80% played through the pain. “The campaign began with a real gamer pain point: research cited in the source found that 71% of gamers were concerned about headaches from long sessions, and 80% played through pain.” our own write up

Goal Advil wanted to connect with every level of gamer and make their gaming experience better. “Our goal was to connect with players of all levels to enhance their gaming experience by offering proactive and simple solutions to help them play the games they want to play at their best.” source

Constraints Advil had to enter this new use case without seeming to cash in on gamers' pain. “Advil’s gaming campaign is a strong example of a healthcare-adjacent product entering a new usage occasion without appearing opportunistic.” our own write up

Solution taken Advil worked with gaming influencers like MTashed, Galadriel, Midnababy and XStarWake to spread the campaign. “Advil collaborated with famous gaming influencers MTashed and others like Galadriel, Midnababy and XStarWake to amplify the campaign's reach.” source

No source we read says: solutions considered, why this solution

Under Armour and Robinhood both had to win over a buyer their product had never spoken to before. If your brand is chasing a buyer like that right now, we can map which of these 34 moves is the closest precedent for yours.

3. A category people are embarrassed by, or have stopped trusting

The brand is not fighting a rival, it is fighting what people already assume.

🔵 Oura

A smart ring bought by young fitness people, wanting to stand for getting older well instead.

No quantified performance metric disclosed in this source

The campaign in detail 4

• When. “In 2025, we want to empower our members to meet their health journey with fierce optimism and a clear purpose: to live longer, healthier, and more vibrantly than ever before.” source
• Where it ran. The spot will run on linear TV during a variety of programming, including the NBA Western Conference Finals and the NBA Finals. source
• Where it ran. The campaign will also include out-of-home placements featuring visuals similar to the television spot in cities including Los Angeles, New York, Miami and London. source
• What they made. The ads feature a cast of individuals ranging in age from their 40s to their late 70s and include notables like NYC legend George Papoutsis and Argentine tango dancers Monica Romero and Omar Ocampo. source

No source we read says: who ran it, the creators, money, results

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source

Goal Oura wanted people to meet getting older with optimism and live longer, healthier lives. ““In 2025, we want to empower our members to meet their health journey with fierce optimism and a clear purpose: to live longer, healthier, and more vibrantly than ever before.”” source

Solution taken The ads ran on TV through the NBA Finals and went up outdoors in Los Angeles, New York, Miami and London. “The spot will run on linear TV during a variety of programming, including the NBA Western Conference Finals and the NBA Finals.” source “The campaign will also include out-of-home placements featuring visuals similar to the television spot in cities including Los Angeles, New York, Miami and London.” source

Why this solution The tagline nods to the finger, where people usually wear the Oura ring. “The campaign uses the tagline, “Give Us the Finger,” as a nod to where the brand’s fitness device, a ring, is traditionally worn: on the user’s index finger.” source

No source we read says: problem, constraints, solutions considered

🔵 Iceland Foods

A British frozen food chain whose celebrity adverts had stopped landing, with shopper approval down to ten percent.

Approval jumped from 10% to 70%, Videos held 55 to 59% view retention

The campaign in detail 8

• When. The new campaign - managed by the7stars - will run throughout 2016. source
• Who ran it. The autumn campaign, created by agency Tom Reddy, shows the mums at home sharing Iceland food with friends and family. source
• Where it ran. Ditching the celebs, it has instead inked a deal with Channel Mum, a network of vlogging parents, who will post videos every Friday on the Channel Mum website and YouTube channel of meals they cook with its products. source
• The creators. Iceland pivoted its campaigns to target everyday people, like mommy influencers. source
• The creators. Iceland has abandoned its celebrity-focused marketing strategy and hired 17 "real mums" to star in its autumn and Christmas ad campaigns. source
• What they made. Iceland has kicked its habit of using celebrities to front ad campaigns - for now at least - and is instead harnessing ‘real mums’ to talk up its brand through a deal with vlogger network Channel Mum. source
• Results. Early results from the campaign’s testing phase are promising, with approval ratings for the store among mums jumping from 10 per cent to 80 per cent after viewing a video (the first of which shows a mum cooking a salmon meal for her family), Iceland has claimed. source
• Results. Achieved a 55% retention rate on Facebook videos and a 59% retention rate on YouTube. our own write up

No source we read says: money

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source

Problem Iceland's customer approval ratings had dropped to 10%. “And this frozen food brand had a problem: its customer approval ratings had plunged to an abysmal 10%.” source

Solutions considered Iceland used big-name celebrities before, but those campaigns were not landing. “In the past, Iceland used big-name celebrities to promote its products, but these campaigns weren’t going well.” source

Solution taken Iceland partnered with 50 micro-influencers through a deal with vlogger network Channel Mum. “But during its partnership with 50 micro-influencers, Iceland hit the jackpot.” source “Iceland has kicked its habit of using celebrities to front ad campaigns - for now at least - and is instead harnessing ‘real mums’ to talk up its brand through a deal with vlogger network Channel Mum.” source

Why this solution Iceland decided celebrity ads failed because they lacked real people, and said shoppers trust real mums most. “Iceland realized the reason celebrity campaigns weren’t working is that they didn’t show real people.” source “"The way customers are shopping now, they want to hear from a credible source that they can trust and the best [source] is real mums and customers," he told The Drum.” source

No source we read says: goal, constraints

🔵 Klarna

Buy now pay later, at the point where people had started calling it a debt trap.

Grew to 150 million customers across 45 countries, 111% year-over-year ad revenue growth in key markets

The campaign in detail 5

• When. Stockholm, January 17, 2019, Klarna, a leading global payment provider and bank, joins forces with rapper and global pop culture icon Snoop Dogg in order to bring the company’s communication concept of “Smoooth” to the next level. source
• The creators. They partnered with fashion, lifestyle, and shopping influencers who positioned Klarna as a way to "shop smarter" and manage cash flow. our own write up
• The creators. Buy now, pay later company Klarna is launching its Creator Shops platform, which allows influencers to monetise their content through affiliate links and setting up their own “shop” pages on Klarna.com, is expanding to the US. source
• What they made. Snoop Dogg stars in three ads released by the bank. source
• Money. Snoop Dogg will acquire the shares from an existing Klarna shareholder. source

No source we read says: who ran it, where it ran, results

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source

Problem Buy now, pay later carried a reputation for financial irresponsibility. “The Buy Now, Pay Later (BNPL) model initially carried a stigma of financial irresponsibility, often viewed as a tool for people who couldn't afford their purchases.” our own write up

Goal Klarna wanted to be seen as a smart financial tool for savvy shoppers, not a debt trap. “Klarna needed to reposition BNPL as a smart financial tool for savvy shoppers, rather than a debt trap.” our own write up

Solution taken Klarna launched a Creator Shops platform for influencers and turned Snoop Dogg into Smoooth Dogg for its Get Smoooth campaign. “Buy now, pay later company Klarna is launching its Creator Shops platform, which allows influencers to monetise their content through affiliate links and setting up their own “shop” pages on Klarna.com, is expanding to the US.” source “The collaboration entails Snoop Dogg becoming Smoooth Dogg and the face of a major campaign called “Get Smoooth”, as well as Snoop Dogg becoming a minor shareholder in Klarna.” source

Why this solution Klarna picked Snoop Dogg because he had a genuine interest in tech, retail and e-commerce, not just fame. ““Snoop is not only a rap legend, but also a successful businessman, with a genuine interest in tech, retail and e-commerce.” source

No source we read says: constraints, solutions considered

🔵 Lovehoney

A sex toy retailer whose social feed was nothing but product, in a category the platforms and the press keep at arms length.

370,000+ new followers, 2.9 million engagements

The campaign in detail 3

• When, Results. Since 2019, Lovehoney’s social media has thrived, with award-winning creativity and a remarkable 370k+ follower increase. source
• Who ran it. Lovehoney Paid, Social & Influencer Case Study | Spin Social Media Agency source
• Where it ran, What they made. Our approach spanned across Instagram , TikTok , Facebook , Twitter , YouTube , and Pinterest , blending illustration graphics, lo-fi content, content creators, and reactive posts to drive comprehensive results. source

No source we read says: the creators, money

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, lovehoney.txt

Problem Lovehoney's own social posts focused so much on selling products that engagement dropped and followers stopped growing. “Despite being the UK's leading name in sexual wellness, their focus on sales and product promotion had led to low engagement and a stagnant follower base.” source

Goal Lovehoney wanted to rebuild its social strategy and grow a real community around the brand. “Lovehoney approached us with a clear mission: to realign their social media strategy and cultivate a strong community .” source

Solutions considered Lovehoney chose wellness, inclusivity and humor over explicit product promotion. “The agency’s core move was to reposition the social strategy around sexual wellness, inclusivity, humor, education, and cultural moments rather than explicit product promotion.” our own write up

Solution taken The campaign ran on Instagram, TikTok, Facebook, Twitter, YouTube and Pinterest, mixing illustrations, lo-fi content and creators. “Our approach spanned across Instagram , TikTok , Facebook , Twitter , YouTube , and Pinterest , blending illustration graphics, lo-fi content, content creators, and reactive posts to drive comprehensive results.” source

Why this solution Linking inclusivity and sexual wellness to trending moments made the content resonate deeply with their audience. “By linking the brand’s principles of inclusivity and sexual wellness to reactive opportunities, we created a strategy that resonated deeply with their audience in an entertaining and meaningful way.” source

No source we read says: constraints

🔵 O Positiv

A womens health brand selling for vaginal and urinary health, which nobody posts about.

Grew TikTok from zero to 100,000 followers in 9 months, Videos exceeded 24 million total views, URO VP identified as best seller

The campaign in detail 3

• When. NutraIngredients reported that O Positiv introduced the URO collection in September 2022, comprising URO VP vaginal-probiotic capsules and URO UT urinary-tract capsules. our own write up
• When, Where it ran. A paid April 7, 2025 O Positiv press release, republished by Yahoo Finance, documents a distinct later TikTok Shop Super Brand Day from April 7-13. our own write up
• Where it ran, What they made. It combined 40-60% discounts, exclusive content, live-shopping and creator-collaboration mechanics (as defined in the release’s explanation of the platform event), plus Coachella-adjacent aerial billboards and branded trucks. our own write up

No source we read says: who ran it, the creators, money, results

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source

Problem Antibiotics were the only real treatment on offer, even though they can harm the gut. “Currently, antibiotics are the only frontline treatment, despite antibiotics having negative impacts on the gut microbiome.” source

Goal The URO collection aimed to support a balanced vaginal biome without antibiotics. “The collection aims to promote a balanced vaginal biome - sans antibiotics.” source

Solution taken O Positiv introduced URO, then ran a discount and live-shopping event to boost sales further. “O Positiv recently introduced URO, the brand’s latest supplement collection.” source “It combined 40-60% discounts, exclusive content, live-shopping and creator-collaboration mechanics (as defined in the release’s explanation of the platform event), plus Coachella-adjacent aerial billboards and branded trucks.” our own write up

No source we read says: constraints, solutions considered, why this solution

Click to enlarge

🔵 Hims & Hers

Telehealth selling hair loss and other prescriptions people do not mention to their friends.

~40% YoY jump in new subscribers, 2M+ customers reached at a $7.7B valuation

The campaign in detail 9

• When. For example, in 2020 hims & hers wanted to launch a campaign for its minoxidil hair loss product. source
• Where it ran. Hims & Hers uses TikTok and YouTube to increase brand visibility through curated content, influencer collaborations, and movement-oriented campaigns. source
• The creators. Hims & Hers adopts a multilevel influencer strategy - working with nano, micro, mid-tier, and celebrity influencers - to reach diverse audiences. source
• The creators. The goal was to have a celebrity (LeBron) as the face of the campaign, with micro and macro influencers involved to bolster awareness. source
• The creators. While the brand has found success with one-off partnerships, it recently shifted towards an “always-on” strategy where influencers serve as ambassadors and voices for the brand. source
• What they made. High-profile collaborations, like Jennifer Lopez discussing health challenges, help normalize stigmatized conditions and expand reach Source: Bask Health . source
• What they made. According to Fialkov, hims & hers avoids this issue by including a pre-negotiated rate for digital ad content in their influencer contracts. source
• What they made. For example, micro-influencers sharing personal health stories enhance authenticity and relatability. source
• Money. Their compensation model emphasizes results-based earnings, fostering authentic content that resonates across demographics, including lower-income households (over 400,000 subscribers from ZIP codes earning less than $50K annually) [Source: Bask Health]. source

No source we read says: who ran it, results

The posts 3

Creator reads we hold for this brand

• Explosive CIA Face-Off: Loyal Officer VS Dissident Spy Danny Jones, 2024-08-12, 2,540,101 views a real sponsored read for this brand out of our own rows, and the right KIND of post for this campaign, but not provably one of its own. The most watched one we hold
• Shane Gillis Confronts Bobby | Ep 300 | Bad Friends Bad Friends, 2025-12-15, 1,764,480 views a real sponsored read for this brand out of our own rows, and the right KIND of post for this campaign, but not provably one of its own. The most watched one we hold
• Jordan Peterson Part 1 | Club Random with Bill Maher Club Random Podcast, 2024-09-15, 1,398,064 views a real sponsored read for this brand out of our own rows, and the right KIND of post for this campaign, but not provably one of its own. The most watched one we hold

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source

Problem The health issues Hims & Hers treats carry a stigma, so people rarely talk about them openly. “Hims & Hers uses bold, relatable, humorous campaigns to normalize conversations around stigmatized health issues.” source

Goal Hims & Hers wanted to reach many different kinds of people. “Hims & Hers adopts a multilevel influencer strategy - working with nano, micro, mid-tier, and celebrity influencers - to reach diverse audiences.” source

Solution taken Jennifer Lopez shared her hair care struggles, and drag queens Violet Chachki and Gottmik partnered with the brand. “Notable collaborations include Jennifer Lopez sharing her hair care struggles and partnerships with drag queens Violet Chachki and Gottmik.” source

Why this solution Micro-influencers telling their own health stories make the brand feel authentic and relatable. “For example, micro-influencers sharing personal health stories enhance authenticity and relatability.” source

No source we read says: constraints, solutions considered

⚪ Starface

Acne patches, sold to teenagers who were hiding them.

Grew past $50 million in revenue

The campaign in detail 8

• When. Starface partnered with makeup artist Fara Homidi to incorporate the brand's upcoming Black Star patches (launching Fall 2022) in the Puppets and Puppets NYFW 2022 fashion show, the first pimple patch to ever walk a fashion week runway and a clear example of the cultural shift in embracing acne as a moment of self-expression and personal style. source
• Where it ran. To celebrate the ingenuity and humor of their customers, Starface launched a billboard contest, giving people the opportunity to have their user-generated content turned into viral billboards in LA and NYC . source
• Where it ran, The creators. Starface reframed acne patches as fashion accessories by partnering with Gen Z influencers who wore the bright yellow, star-shaped patches proudly and visibly in their TikTok content. our own write up
• The creators. Following a landmark Supreme Court decision to allow college athletes to receive education-related compensation, Starface became one of the first brands to partner with NCAA student athletes, most recently, #5 NFL Draft Pick Kayvon Thibodeaux , to continue their mission of amplifying younger generations. source
• What they made. To launch their limited-edition collaboration with SpongeBob, Starface partnered with meme accounts like @afffirmations (the account's first beauty partnership and second sponsored post ever), driving a 3% increase in Starface's Instagram following post launch. source
• Results. Starface surpassed 1.4M followers on TikTok , accumulating over 160.7M views with 24.6M engagement . source
• Results. The brand has reached 210k followers on Instagram , with over 691.2M impressions and 444.2M reach on the platform. source
• Results. Across 1,165 videos, Starface's average engagement rate reached 15.11% with 76.8K shares. source

No source we read says: who ran it, money

The posts 1

The campaign's own film

• Welcome to Starface High School starface, 2023-04-27, 6,151,220 views Welcome to Starface High School, on the brand channel.

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, 25_company_influencer_solutions.md

Problem Teens used to hide their acne treatments because the whole category ran on stigma. “Teens actively hid their treatments, making it a "problem-solution" category that reinforced stigma.” our own write up

Goal Starface set out to revolutionize the acne space and turn pimples into a chance for self-expression. “Starface was created to revolutionize the acne space and to build a future where having a pimple presents an opportunity for self-expression and positivity (instead of a reason to stay home from school or cancel a date).” source

Solutions considered Instead of making patches invisible, Starface designed bright, star-shaped patches meant to be seen. “Rather than designing patches to be invisible and blend in, Starface created star-shaped, bright yellow or neon patches (Hydro-Stars) meant to be seen.” source

Solution taken Starface partnered with Gen Z creators who wore the star-shaped patches proudly on TikTok. “Starface reframed acne patches as fashion accessories by partnering with Gen Z influencers who wore the bright yellow, star-shaped patches proudly and visibly in their TikTok content.” our own write up

Why this solution People instantly recognize Starface because its patches are star-shaped and yellow. “Because Starface patches are star-shaped and yellow, people instantly recognize them.” source

No source we read says: constraints

⚪ MedMen

A cannabis chain in Los Angeles that wanted to look like a proper shop rather than a dealer.

$2 million rebrand campaign, 30 in-house brand ambassadors, Heavy foot traffic to its LA dispensaries

The campaign in detail 7

• When, Money. In 2018, as California launched recreational cannabis, MedMen (often dubbed the "Apple Store of Weed") launched a $2 million campaign titled "Forget Stoner". our own write up
• Who ran it, The creators. MedMen built an in-house agency and utilized 30 brand ambassadors to act as micro-influencers, creating compliant social content around their specific store locations. our own write up
• Where it ran. Because of strict regulations preventing MedMen from paying influencers to directly promote the sale of cannabis on social media, the brand had to rely on organic social, out-of-home (OOH) billboards, and a highly curated brand image. our own write up
• Where it ran. “There is something for everyone, and it is time to move beyond dated labels that don’t reflect the realities of today.” The campaign includes billboards in locales like Beverly Hills and wallscapes along the Santa Monica Freeway in downtown LA. source
• The creators. Instead of traditional "weedfluencers," MedMen focused on everyday professionals and mainstream celebrities to shift the narrative: our own write up
• What they made. “Forget Stoner” features, respectively, a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur and teacher in a series of clean, simple portraits against warm red backgrounds. source
• What they made. Wild postings, print and other out of home ads will support “Forget Stoner” running throughout the summer. source

No source we read says: results

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, US_Local_Influencer_Campaigns_Report.md

Problem Cannabis users carried dated labels that no longer matched who they are. ““There is something for everyone, and it is time to move beyond dated labels that don’t reflect the realities of today.” The campaign includes billboards in locales like Beverly Hills and wallscapes along the Santa Monica Freeway in downtown LA.” source

Goal MedMen wanted cannabis use to feel normal and bring more people into its stores. “The goal was to normalize cannabis use and drive foot traffic to their sleek, high-end Los Angeles dispensaries.” our own write up

Constraints Strict rules stopped MedMen from paying influencers to promote cannabis on social media. “Because of strict regulations preventing MedMen from paying influencers to directly promote the sale of cannabis on social media, the brand had to rely on organic social, out-of-home (OOH) billboards, and a highly curated brand image.” our own write up

Solutions considered Instead of typical cannabis influencers, MedMen used everyday professionals and mainstream celebrities. “Instead of traditional "weedfluencers," MedMen focused on everyday professionals and mainstream celebrities to shift the narrative:” our own write up

Solution taken The Forget Stoner ads showed a police officer, a former NFL player, a nurse and a teacher, and 30 brand ambassadors made compliant posts. ““Forget Stoner” features, respectively, a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur and teacher in a series of clean, simple portraits against warm red backgrounds.” source “MedMen built an in-house agency and utilized 30 brand ambassadors to act as micro-influencers, creating compliant social content around their specific store locations.” our own write up

No source we read says: why this solution

⚪ Bobbie

Baby formula, sold to parents who get told breast is best.

Built a loyal community, Became a leading organic formula brand stocked in Whole Foods

The campaign in detail 7

• Where it ran. This partnership came to life across social media, TV ads, and a billboard in the middle of Times Square. source
• The creators. Bobbie partnered with influencer mothers who openly and vulnerably shared their personal formula-feeding journeys. our own write up
• What they made. We used video to share Molly's story of what it meant to become the poster woman for breastfeeding, and how formula helps her not only to nourish her baby but continue to shake stigmas and double standards for moms everywhere. source
• Results. Earned media impressions: 268M source
• Results. billboard impressions: 32.4M source
• Results. Social impressions: 578,531 source
• Results. Social engagements: 17,900 source

No source we read says: when, who ran it, money

The posts 1

The campaign's own film

• Ashley Graham TV Ad Discusses Supplementing with Formula Bobbie Infant Formula, 2023-01-24, 297,471 views The Ashley Graham TV ad about supplementing with formula, same channel.

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, 25_company_influencer_solutions.md

Problem Formula-feeding mothers carried heavy social stigma from the breast is best narrative, so brands treated it as taboo. “Formula-feeding mothers faced massive social stigma due to the "breast is best" cultural narrative, making the topic largely taboo for mainstream advertising.” our own write up

Goal Bobbie set out to help parents understand what is in the bottle so they could feed with confidence. “So, aligning with our launch into Whole Foods, we set out to help parents understand the ingredients of what is in their baby's bottle and the benefits of them so they can feed with confidence.” source

Solution taken Bobbie partnered with mothers who openly shared their own formula-feeding stories and put a billboard in Times Square. “Bobbie partnered with influencer mothers who openly and vulnerably shared their personal formula-feeding journeys.” our own write up “This partnership came to life across social media, TV ads, and a billboard in the middle of Times Square.” source

Why this solution Bobbie leaned into the stigma on purpose and used honest stories to break it down. “By deliberately leaning into the stigma to destigmatize it through authentic storytelling, Bobbie built a fiercely loyal community and became a leading organic formula brand stocked in Whole Foods.” our own write up

No source we read says: constraints, solutions considered

⚪ Hers

The womens half of Hims and Hers, where the clinical medical language was losing people who were only browsing.

5M+ impressions, 11K new users funneled, $5 CPM

The campaign in detail 9

• When. The Hers campaign ran for 30 days. source
• When. In September 2021, Hers collaborated with Miley Cryus and were recycling those assets with a massive retargeting campaign. source
• Who ran it, Where it ran. Hers came to Ubiquitous to run a TikTok influencer campaign. source
• The creators. Ubiquitous ended up choosing ten influencers, five for each campaign, made up of a melange of both “hero” and “micro” creators. source
• What they made. Ubiquitous employed Spark Ads to amplify impressions and click-throughs for both the Hers Hair and Skin campaign. source
• Money, Results. During this sprint, the Hers Hair campaign generated 1,453,900 total impressions, a $11.01 CPM, and a 4.48% engagement rate. source
• Money, Results. The Hers Skin campaign did slightly better, capturing 3,414,400 total impressions, a $5.13 CPM, and a 2.24% engagement rate. source
• Results. With the help of Ubiquitous , Hers launched a successful TikTok campaign that generated over 5 million impressions, a $5 CPM on traffic campaigns, and funneled over 11,000 new users, in just 30 days. source
• Results. Her second TikTok captured another 136,000 (!) views. source

The posts 3

Creator reads we hold for this brand

• Building a Business on Kindness: Beekman 1802’s Secret to Success Kim Gravel, 2025-11-26, 172,995 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• Forgive Yourself: Letting Go of Guilt and Shame with Allisyn Lambes Kim Gravel, 2025-11-05, 134,145 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• Muscle Expert Dr. Gabrielle Lyon: “GLP-1s Are Making People Weak, It Will Cost Them Years” The Skinny Confidential, 2026-02-09, 11,290 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, ubiquitous_exhaustive_campaign_fulfillment_analysis.md

Goal Hers wanted to work with Gen-Z women based in the U.S. “Hers was looking to collaborate with Gen-Z females based in the U.S. But covering the demographics is the easy part, the bread and butter lies in selecting the right influencers.” source

Constraints Because it needed a prescription, the skincare product faced tricky advertising restrictions. “But, because their skincare products required a prescription, it came with tricky advertising restrictions.” source

Solution taken Ubiquitous used Spark Ads to boost impressions and click throughs for the Hers campaigns. “Ubiquitous employed Spark Ads to amplify impressions and click-throughs for both the Hers Hair and Skin campaign.” source

No source we read says: problem, solutions considered, why this solution

⚪ Novartis KESIMPTA

A multiple sclerosis drug from a big pharma company, one of several, needing patients to believe it.

27% website traffic boost, Nearly 300,000 portal visits

The campaign in detail 3

• Where it ran, What they made. Her role spanned Instagram content, Q&As, TikTok and TV ads, and deeper educational resources through the Reframing MS portal. our own write up
• The creators. Novartis used actress and MS patient advocate Jamie-Lynn Sigler to differentiate KESIMPTA in a crowded multiple sclerosis treatment market. our own write up
• Results. TikTok ad received 25,000 likes and 2,000+ shares; campaign boosted website traffic by 27% and generated nearly 300,000 visits to the Reframing MS portal. our own write up

No source we read says: when, who ran it, money

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, influencer_marketing_case_study_report.md

Problem KESIMPTA needed to stand out in a crowded multiple sclerosis treatment market. “Novartis used actress and MS patient advocate Jamie-Lynn Sigler to differentiate KESIMPTA in a crowded multiple sclerosis treatment market.” our own write up

Goal The campaign aimed to reach RMS patients ready to take control of their health. “Moms turn to Romper as their trusted resource for navigating all of life’s challenges, making it the perfect platform for KESIMPTA to reach RMS patients who want to take control of their health and live life on their own terms.” source

Constraints In a regulated treatment category oversimplified claims risked compliance and trust problems, and leaning on one personality was a risk too. “This is especially important in regulated treatment categories, where oversimplified claims can create compliance and trust problems.” our own write up “The main risk in this model is over-reliance on one personality.” our own write up

Solution taken The campaign put actor and mom Jamie-Lynn Sigler front and center, sharing her own RMS journey. “Romper’s campaign spotlighted actor and mom Jamie-Lynn Sigler, who opened up about her journey with RMS, the importance of self-advocacy, and the role that KESIMPTA played in her treatment.” source

No source we read says: solutions considered, why this solution

⚪ BetterHelp

Online therapy, back when saying you were in therapy was still awkward.

About 1,914 sponsored videos across roughly 815 channels in 90 days, 5x creator volume growth in a year, $7.8M FTC settlement over sign-up data tracking pixels

The campaign in detail 6

• Where it ran. From your favorite life coach's channel to the wellness vlogger you've recently subscribed to, it's almost impossible not to encounter a BetterHelp sponsored ad on YouTube these days. source
• The creators. The second thing we noticed was that BetterHelp wasn’t just sponsoring well-known mental health creators. source
• The creators. Creators almost always led with the brand name source
• What they made. With 1900+ videos launched in the past 90 days alone, their omnipresence on YouTube is undeniable. source
• What they made. They frequently noted the key challenges or pains that their audience likely has and how BetterHelp directly solves those problems. source
• Money, Results. Given the $30 CPM and the 245 million views garnered, we’d estimate a total campaign spend of $7,350,000 over the last three months [90-day campaign spend = ($30 CPM * 245,000,000 views) / 1,000]. source

No source we read says: when, who ran it

The posts 4

Creator reads we hold for this brand

• I Built A $25,000 Super Mario Castle For My Cat! Matthew Beem, 2024-02-17, 20,526,541 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• Surviving 3 Haunted Houses in 50 Hours | Gettysburg Sam and Colby, 2024-08-11, 17,338,645 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• The Night a Poltergeist Attacked Her. (ft. Ha Sisters) Sam and Colby, 2025-06-22, 14,180,570 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• Raising a Grocery Store Crab as a Pet Aquarium Info, 2024-05-09, 11,899,510 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold

Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, nothing we hold

Goal BetterHelp may be trying to win a bigger share of voice. “First, they may be trying to increase their share of voice about their brand.” source

Solution taken BetterHelp keeps running more campaigns and mixing in creators beyond mental health. “BetterHelp is increasing its quantity of campaigns.” source “The second thing we noticed was that BetterHelp wasn’t just sponsoring well-known mental health creators.” source

Why this solution Different kinds of creators give BetterHelp a different angle to talk about it. “This is noteworthy because each type of creator can bring a different angle on how to talk about BetterHelp.” source

No source we read says: problem, constraints, solutions considered

A category people already distrust gets read the hardest, which is what caught up with BetterHelp. Before anything like that goes out under your name, we read every script first for the claim or the missing disclosure that turns into a settlement instead of a campaign.

4. A new name the market has to learn

The company is the same company, and the shelf no longer recognises it.

Click to enlarge

🟢 Savers Value Village

A second hand chain, when charity shopping still read as what you do when you cannot afford new.

88.1 million impressions and 5.62 million engagements, Engagement rates as high as 11%

The campaign in detail 13

• When. Over 2022 and 2023, we helped them pull off a full-scale glow-up - reintroducing the brand to Gen Z and younger millennials while building a content engine that wouldn’t quit. source
• When. In early 2024, Savers/Value Village teamed with The Shelf to execute a go-to-market activation that coincided with the opening of 23 new stores across North America, a leap not simply in footprint, but in brand positioning. source
• Who ran it. The Shelf’s creative strategy leaned hard into thrift as a lifestyle - one built around individuality, sustainability, and self-expression. source
• Where it ran. Client: Savers / Value Village Industry: Thrift / Retail Campaign Focus: Rebrand, Awareness, Evergreen Content, Engagement Platforms: Instagram, TikTok, YouTube, Meta Ads (AllowListing) Content Type: Evergreen UGC, DIYs, Thrift Flips, Trend Content, Key Moments, Carousels source
• Where it ran. Platform-fit content wins: Reels delivered reach, Stories delivered action, and TikTok scaled discovery source
• The creators. Influencers weren’t just posting - they were styling, hauling, curating, transforming. source
• The creators. Creators like @theglobalghanagirl and @lopezbrit didn’t just meet expectations - they blew past them. source
• What they made. Creators delivered more than 2,600 unique content assets across both years, transforming thrift hauls and DIY challenges into a full-scale media library. source
• Money, Results. CPMs averaged $1.84 (35% below industry average) , and engagement rates hit 16.9% , outperforming even aggressive performance benchmarks. source
• Results. Over the two-year period, influencer-led content delivered more than 93 million impressions , driving cultural visibility while laying the groundwork for long-term brand momentum. source
• Results. Evergreen content sustained that momentum with engagement rates 83% above industry benchmarks , proving that thrift storytelling has legs beyond the seasonal calendar - and value beyond the feed. source
• Results. In 2023, Instagram and TikTok engagement rates soared - topping 11% during key cultural moments like Halloween and National Thrift Shop Day. source
• Results. One thrift flip alone drove 10 million+ organic views , turning creativity into scroll-stopping ROI. source

The posts 8

Creator posts from the campaign

• the highest-performing organic piece of the campaign
• a creator post from the campaign
• a creator post from the campaign
• a creator post from the campaign
• a creator post from the campaign
• Kara's thrifting and styling post
• Shavonne's upcycled decor post
• Tanieka's thrifted-into-stylish-home post

Show it to: Tway Air to Trinity Airways, HONOR, Pizza Hut, Klook Source

Goal Savers set out to be seen differently by shoppers. “Savers came to us with a clear goal: show up differently.” source

Solution taken The Shelf built its creative strategy around thrift as a lifestyle centered on individuality, sustainability and self-expression. “The Shelf’s creative strategy leaned hard into thrift as a lifestyle - one built around individuality, sustainability, and self-expression.” source

Why this solution The tone stayed authentic enough to spark engagement and aspirational enough to move product. “The mood was confident, creative, and never overly polished - just authentic enough to spark engagement, and just aspirational enough to move product.” source

No source we read says: problem, constraints, solutions considered

Click to enlarge

🔵 Engine

A business travel booking company that had just dropped Hotel from its name, so every customer had a new name to learn.

773 signups generated, $51.75 cost per acquisition

The campaign in detail 11

• Who ran it. Engine, formerly Hotel Engine, partnered with The Shelf to drive awareness and adoption for its rebrand and platform expansion. source
• Where it ran. Platforms included Instagram, TikTok, and LinkedIn, chosen for their ability to support both organic traction and paid amplification. source
• The creators. To bring this campaign to life, The Shelf partnered with 10 micro- and mid-tier creators across corporate, travel, and lifestyle spaces. source
• What they made. Content Type: Reels, Stories, Carousels, UGC, LinkedIn Posts source
• What they made. Creators tackled real-world challenges faced by business travelers - frazzled booking processes, lost receipts, clunky group logistics - and demonstrated how Engine eliminates these pain points with its intuitive platform. source
• Money, Results. 773 Signups at $51.75 CPA source
• Results. With 510K+ organic impressions, 2.3x the expected reach - the campaign dramatically overdelivered, thanks to smart creator selection and platform-fit content. source
• Results. Instagram Reels carried the bulk of impressions (377K+) while TikTok crushed engagement benchmarks. source
• Results. TikTok delivered top ER at 3.24%, highest engagement of the campaign source
• Results. Stories also proved effective at driving meaningful action: 206 Sticker Taps and 117 Link Clicks indicated strong user intent . source
• Results. 1,532 shares and 509 saves, users found content worth revisiting source

No source we read says: when

The posts 4

Creator posts from the campaign

• the Webby-nominated desk skit
• the work-travel-woes reel, 91.7K impressions
• a creator post from the campaign
• the meltdown reel, 3.2% engagement, the campaign high

Show it to: Tway Air to Trinity Airways, HONOR, Pizza Hut, Klook Source

Problem Engine, once called Hotel Engine, needed people to notice and adopt its new rebrand. “Engine, formerly Hotel Engine, partnered with The Shelf to drive awareness and adoption for its rebrand and platform expansion.” source

Goal Engine aimed to show how it makes corporate travel simple across industries. “With new offerings like flights and car rentals, Engine aimed to highlight how it simplifies corporate travel across industries.” source

Solution taken The Shelf had 10 micro and mid-tier creators make skit-style story videos casting Engine as a stress-free alternative. “To bring this campaign to life, The Shelf partnered with 10 micro- and mid-tier creators across corporate, travel, and lifestyle spaces.” source “The campaign spotlighted authentic, skit-style, and story-driven content that positioned Engine as a sleek, stress-free alternative to traditional travel platforms.” source

No source we read says: constraints, solutions considered, why this solution

🔵 WeightWatchers

A weight loss company built on the number on the scale, at the moment GLP-1 drugs made that pitch look finished.

No hard performance metrics were made public

The campaign in detail 4

• When. August 21, 2024 source
• Who ran it. The new "Fits You" campaign, created by Ogilvy after being named the company's global AOR, takes an individual approach. source
• What they made. Amidst the explosion of GLP-1, WeightWatchers' new campaign "Fits You" aims to re-frame weight loss narratives that are tied to a single number by telling a series of personal stories. source
• What they made. One ad features Mike, who describes using a mix of WeightWatchers programming and weight-loss drugs available via WeightWatchers Clinic to achieve better results. source

No source we read says: where it ran, the creators, money, results

Show it to: Tway Air to Trinity Airways, HONOR, Pizza Hut, Klook our own write up, weightwatchers.txt

Problem WeightWatchers revenue fell nearly 11% to $202 million in one quarter. “In the latest earnings report, the brand, which also does business as WW International, reported revenue fell nearly 11% YoY to $202 million in Q2.” source

Goal WeightWatchers wanted weight loss stories no longer tied to a single number. “Amidst the explosion of GLP-1, WeightWatchers' new campaign "Fits You" aims to re-frame weight loss narratives that are tied to a single number by telling a series of personal stories.” source

Solutions considered The brand chose not to define weight loss only by the numbers, and told personal stories instead. “Rather than determine weight loss by the numbers, "Fits You" takes a dive into personal stories.” source

Solution taken The campaign featured four people with different weight loss journeys, including new options like WeightWatchers GLP-1 and WeightWatchers Clinic. “Four people with distinct weight loss journeys are highlighted, showing the full ability of WeightWatchers' suite of offerings to help everyone achieve their goals, including new features like WeightWatchers GLP-1 and WeightWatchers Clinic.” source

No source we read says: constraints, why this solution

5. A new occasion, or a new reason to reach for it

Same buyer and same product, a different moment in their day.

🔵 Pho

A Vietnamese restaurant chain in the UK, in January, the quietest month there is for eating out.

Record month of 124K website visits, Sales up 7% year over year

Show it to: Shake Shack, 7UP, KFC, Klook, Xero Source

Problem Pho, a Vietnamese chain with 30+ U.K. locations, had a traditionally slow January period. “The challenge Pho, a Vietnamese casual-dining chain with 30+ U.K. locations, needed to drive traffic during a traditionally slow January period, all while repositioning itself as a healthy choice for fitness-conscious consumers.” source

Goal Pho wanted to reposition itself as a healthy choice for fitness-conscious consumers. The same sentence as Problem.

Solutions considered Pho skipped food bloggers. “Instead of relying on food bloggers, they recruited fitness influencers, trainers, and wellness coaches across the U.K., prioritizing creators with deep ties to local gyms and studios.” source

Solution taken Pho recruited fitness influencers, trainers and wellness coaches with ties to local gyms, then reused their posts on landing pages and in paid ads. The same sentence as Solutions considered. “To maximize relevance, Pho repurposed this creator content in targeted landing pages optimized for high-intent local searches (e.g., “healthy lunch in Manchester”), as well as paid ad campaigns.” source

Why this solution Partnering with fitness voices let Pho authentically enter a new consumer segment near its restaurants. “Find the right local creators: Partnering with fitness-community voices instead of foodies allowed Pho to authentically enter a new consumer segment while still targeting diners near its restaurants.” source

No source we read says: constraints

🔵 Seedlip

A non alcoholic spirit, at a time when not drinking meant a sugary soft drink and an apology.

Present in 25+ countries by 2019, 7,500+ on-trade and retail placements including bars, restaurants, hotels, and retailers, 300+ Michelin-star restaurant placements

The campaign in detail 2

• Who ran it, What they made. Pearlfisher created the positioning, name, visual identity, brand world, packaging, and GTM assets. Its visual language treated botanicals and distillation as objects of craft. our own write up
• Money. Diageo acquired a significant majority shareholding in 2019, after a 2016 Distill Ventures minority investment. our own write up

No source we read says: when, where it ran, the creators, results

The posts 1

The campaign's own film

• We Are Seedlip. We are Nature. Seedlip Drinks, 2021-01-14, 182,422 views We Are Seedlip. We Are Nature., on the brand channel.

Show it to: Shake Shack, 7UP, KFC, Klook, Xero Source

Problem Seedlip launched into a drinks market already crowded with sugary soft drinks and alcoholic options. “In a drinks market saturated by sugary soft drinks and a bevy of alcoholic offerings, Seedlip is the first brand of its kind, a sophisticated and craft driven spirit that is also non-alcoholic.” source

Goal Seedlip's goal was to create an adult, social, premium drink that kept the ritual of a cocktail without alcohol. “The opportunity was to create an adult, social, premium alternative that could preserve the ritual of a cocktail without alcohol.” our own write up

Constraints Seedlip's design borrowed cues from premium spirits, like heritage and craft, without copying an actual alcohol brand. “Pearlfisher made that reframing visible and credible by borrowing the cues that make premium spirits desirable - heritage, botanical specificity, ingredient provenance, distillation, materiality - without copying an alcoholic brand.” our own write up

Solution taken Pearlfisher created Seedlip's positioning, name, visual identity, brand world, and packaging. “Pearlfisher created the positioning, name, visual identity, brand world, packaging, and GTM assets. Its visual language treated botanicals and distillation as objects of craft.” our own write up

Why this solution The design mattered because it gave Seedlip a social role, something people could order at a bar or serve at dinner. “That design work was strategically important because it granted the product a social role: something that could plausibly be ordered in a bar, mixed in a cocktail, or displayed on a dinner table.” our own write up

No source we read says: solutions considered

⚪ Moët & Chandon

Champagne, which people only opened at weddings and at New Year.

2.2 million page likes, +5,299% total engagements

Show it to: Shake Shack, 7UP, KFC, Klook, Xero our own write up, nothing we hold

Problem Champagne had been tied only to formal celebration occasions. “Moët shifted champagne from only formal celebration to aspirational everyday spontaneity tied to fashion, food, and travel.” our own write up

Goal Moët wanted champagne linked to spontaneous, everyday moments, and not only formal celebrations. “TRIBE reports a separate Moët & Chandon influencer campaign designed to reposition champagne around spontaneous everyday moments, not just formal celebrations.” our own write up

Solutions considered The posts showed fashion, food, travel and living in the moment, and stayed away from heavy drinking. “The campaign focused on aspiration, fashion, food, travel, and "living in the moment" rather than overconsumption.” our own write up

Solution taken The campaign ran 24 creator posts from accounts with 1,066,149 followers combined. “It used 24 creator posts, 1,066,149 combined followers, 15,459 likes/comments, 1.45% engagement, and average CPEs listed as 0.26, 0.35, and 0.49.” our own write up

No source we read says: constraints, why this solution

⚪ Ahrefs

An SEO tool whose creator deals only ever worked on people already shopping for SEO software.

$1 million plus spent on creators to date

The campaign in detail 8

• Where it ran. For example, when we worked with Ashwinn Krishnaswamy , he posted across four platforms: Instagram, TikTok, X, and LinkedIn. source
• Where it ran. Igor likes LinkedIn campaigns because LinkedIn posts provide immediate, trackable results: views, reactions, comments, etc. source
• Where it ran. Likewise for YouTube, where metrics like views and engagement are clear. source
• The creators, Money. We’ve spent over one million dollars and sponsored hundreds of creators, educators, and influencers, even including big names like Linus Tech Tips and Lenny Rachitsky: source
• What they made. “With a simple sponsored LinkedIn post, say it’s someone we worked with before and all I have to do is to ask if we can do another sponsored post about Web Analytics . source
• What they made. The mechanic was standard audio/video ad reads. our own write up
• Money. The first time they sponsored podcasts, they spent $14,000 on five campaigns and tracked visits and signups. our own write up
• Money. Every month, I’m sending $100K into a black box and all I can do is hope it works out. source

No source we read says: when, who ran it, results

The posts 3

Creator reads we hold for this brand

• Is Buying a PC from Costco a Good Idea? Linus Tech Tips, 2026-02-23, 2,060,276 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• What happened to X? Good Work, 2026-01-23, 833,122 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold
• Why Ed Sheeran & Drake Spend Millions To Buy Football Clubs Athletic Interest, 2025-11-14, 57,829 views a real sponsored read for this brand out of our own rows. This campaign IS buying creator reads, so it is the campaign, and it is the most watched one we hold

Show it to: Shake Shack, 7UP, KFC, Klook, Xero our own write up, ahrefs_influencer_marketing_analysis_FINAL.md

Problem Not everyone needs a tool as complex as Ahrefs. “While not everyone needs a complex tool like Ahrefs, anyone with a website can instantly benefit from AWT.” source

Goal Ahrefs doesn't usually track marketing ROI, but it wanted results. “So, even for a company notorious for not measuring marketing ROI , we wanted to see some results.” source

Constraints Deals across several platforms at once still had to work within one budget. “This multi-platform approach was negotiated as a package deal to maximize reach within a specific budget.” our own write up

Solutions considered Ahrefs had been promoting its paid product in creator campaigns before switching to the free AWT. “The Core Offer: Ahrefs Webmaster Tools (AWT). The single most important strategic decision Ahrefs made was to stop promoting their paid product in creator campaigns and instead promote AWT, a free version of Ahrefs.” our own write up

Solution taken Ahrefs spent over one million dollars sponsoring hundreds of creators, including Linus Tech Tips and Lenny Rachitsky. “We’ve spent over one million dollars and sponsored hundreds of creators, educators, and influencers, even including big names like Linus Tech Tips and Lenny Rachitsky:” source

Why this solution Being free removed the barrier to trying it, reaching people beyond SEO professionals. “The pivot to AWT solved this problem: it is a free offer that any website owner can benefit from immediately, which dramatically lowers the barrier to entry and expands the total addressable audience beyond just SEO professionals.” our own write up

⚪ Contiki

A tour operator famous for party trips for young people, launching a new Indonesia itinerary.

9.37:1 ROI against a 7.8:1 target, 58% of global Indonesia bookings came from Australia, 8-point drop in the brand's party-only perception

The campaign in detail 9

• When. January, April 2025 our own write up
• Who ran it. In-house by Contiki's social and brand team, with creator management via Day Management (Australia) our own write up
• Where it ran. This was the primary content phase, running as creators published their trip content across TikTok and Instagram. our own write up
• Where it ran. Jazz (Jasmine TXO) created dance-format content set against Indonesia's most visually striking backdrops, a format native to her 6.6M TikTok audience and highly shareable. our own write up
• The creators. Rather than selecting creators purely on follower count, Contiki's team applied a deliberate archetype-matching strategy: each of the five creators was chosen to represent a distinct facet of what Indonesia could offer, ensuring the campaign spoke to different segments of the Gen Z travel audience simultaneously. our own write up
• The creators. By selecting five creators across comedy, dance, lifestyle storytelling, wellness travel, and solo travel, Contiki ensured that the campaign reached meaningfully different segments of the Gen Z travel audience, not just the same followers five times over. our own write up
• What they made. The result was Indoventure, a creator-first campaign designed not merely to promote three new Indonesia trips, but to reframe both the destination and the brand in the minds of young Australian travellers. our own write up
• What they made. In addition to the five creators, Contiki ran a public competition allowing four audience members, competition winners, to join the trip alongside the creators. our own write up
• Money, Results. The 9.37:1 ROI means that for every dollar Contiki invested in the Indoventure campaign (creator fees, trip costs, paid media amplification), it generated $9.37 in booking revenue. our own write up

Show it to: Shake Shack, 7UP, KFC, Klook, Xero our own write up, Contiki_Indoventure_Influencer_Case_Study.md

Problem Contiki was seen as a party-only travel company, and that image pushed away curious young travelers. “Simultaneously, Contiki faced a persistent brand perception problem, it was widely stereotyped as a "party-only" travel company, deterring a growing segment of experience-seeking, culturally curious Gen Z travellers.” our own write up

Goal Contiki wanted to be the brand for immersive, culturally rich experiences, not just a party bus with a passport. “The strategic brief was therefore dual-purpose: reframe Indonesia as a multi-layered adventure destination, and simultaneously reframe Contiki as the brand that enables immersive, culturally rich experiences, not just a party bus with a passport.” our own write up

Constraints One campaign had to fix two images at once, Indonesia as Bali-only and Contiki as party-only. “Contiki entered the campaign with two compounding challenges that the creative strategy had to resolve simultaneously:” our own write up “Indonesia was perceived by young Australians as a "Bali-only" destination, cheap nightlife, beach bars, and Kuta hangovers.” our own write up The same sentence as Problem.

Solutions considered Instead of picking creators by follower count, Contiki matched each of five creators to a different travel archetype. “Rather than selecting creators purely on follower count, Contiki's team applied a deliberate archetype-matching strategy: each of the five creators was chosen to represent a distinct facet of what Indonesia could offer, ensuring the campaign spoke to different segments of the Gen Z travel audience simultaneously.” our own write up

Solution taken Contiki launched Indoventure, a creator-first campaign, to promote three new Indonesia trips and reshape the brand and destination for young travelers. “The result was Indoventure, a creator-first campaign designed not merely to promote three new Indonesia trips, but to reframe both the destination and the brand in the minds of young Australian travellers.” our own write up

Why this solution Taking audience members on the trip was meant to get real posts from non-creators and make the community feel invested. “This was a deliberate mechanism to generate authentic UGC from non-creators, deepen community investment in the campaign, and reinforce the brand's core positioning around accessible group travel.” our own write up

6. What it looks like when it goes wrong

Kept in on purpose, because each one is an argument for spreading the bet.

Click to enlarge

🔵 Goop

Gwyneth Paltrows wellness company, sixteen years old, still not profitable, and unable to sell anything without her in the picture.

Advertising performance on social media quadrupled when Paltrow was featured in an "A launch", A launch video without Paltrow got fewer than 275 likes, compared to 1,100 likes for the Paltrow featured version of the same product, Company still not profitable after 16 years of operation

The campaign in detail 7

• Where it ran. Paltrow still posts regular episodes of the Goop podcast, and after a few years off because of the pandemic, the In Goop Health Summit returned last year. source
• Where it ran, What they made. Last month, a video featuring Paltrow that promoted Goop's newest release, a retinol serum, drew 1,100 likes on Instagram. source
• The creators. Gwyneth Paltrow's Goop Struggles to Grow Beyond Its Celebrity Founder - Business Insider source
• The creators. "It was one of the first of its kind to leverage a curated lifestyle of a celebrity," Stacy Jones, the CEO of the branding agency Hollywood Branded, told BI. source
• Money. The former employees said these figures were driven in part by an influx of paid ad spend. source
• Results. The company told BI that the brand's sales were up 45% this year compared with the same period last year, but it declined to share the revenue numbers. source
• Results. The company's once buzzy supplement regimens generated $100,000 in sales on the day they launched in 2017. source

No source we read says: when, who ran it

Show it to: anyone about to hand the whole repositioning to one famous face Source

Problem Goop's media initiatives fell short, so it leaned on e-commerce instead. “As Goop's media initiatives fell short, its e-commerce ambitions, or what the company dubbed "contextual commerce", took center stage.” source

Goal Goop wanted to boost revenue, cut back on staff, and turn the company around. “Whether Goop's latest efforts to boost revenue and cut back on staff are enough to turn the company around remains to be seen.” source

Constraints Paltrow has hinted that she wants Goop to succeed without depending on her. “Paltrow, for her part, has hinted that she wants Goop to thrive without her.” source

Solution taken Goop called a launch campaign with her in it an A launch. “When she's part of a launch campaign, Goop calls it an "A launch," and the performance of the advertising on social media "quadruples," one of the former employees said.” source

Why this solution Internal data showed a Paltrow video got 1,100 likes, versus fewer than 275 without her. “Internal data revealed that when Paltrow was featured in a product launch campaign (an "A launch"), advertising performance on social media "quadrupled." When she was not involved, performance dropped precipitously, a video without Paltrow promoting the same product received fewer than 275 likes, compared to 1,100 for the Paltrow-featured version.” our own write up

No source we read says: solutions considered

⚪ Pepsi

Pepsi in 2017, wanting to look like part of the protests that were the story of the moment.

Pulled within 48 hours after backlash, Millennial purchase consideration fell from 33% to 23%

The campaign in detail 7

• When. The spot was released Tuesday, April 4. source
• When. Case Study: Pepsi and Kendall Jenner (2017)* our own write up
• Who ran it, Money. Produced by Pepsi's in-house "Creators League Studio" to save money, the ad cost an estimated $5 million. our own write up
• Where it ran. It released a TV and digital ad campaign featuring model Kendall Jenner that kicked up a storm of controversy and ridicule. source
• The creators, What they made. The soda brand has run into controversy with its recently pulled two-and-a-half-minute ad in which model Kendall Jenner joins a protest and seems to defuse tensions with police officers by handing one a can of soda. source
• What they made. Toward the end of the video, she hands the can to a stern-looking cop in a line of stern-looking cops. source
• Results. Pepsi's brand perception hit a 10-year low, and purchase consideration among Millennials dropped from 33% to 23%. our own write up

Show it to: anyone about to hand the whole repositioning to one famous face our own write up, influencer_marketing_failures_report.md

Goal Pepsi tried to use the mood of social justice protests in an ad with Kendall Jenner. “Pepsi attempted to capitalize on the zeitgeist of social justice protests by casting model Kendall Jenner in an ad where she diffuses a tense standoff between protesters and police by handing an officer a Pepsi.” our own write up

Constraints Pepsi made the ad through its own Creators League Studio to save money. “Produced by Pepsi's in-house "Creators League Studio" to save money, the ad cost an estimated $5 million.” our own write up

Solution taken The ad had Kendall Jenner join a protest and appear to defuse tension with police by handing an officer a can of soda. “The soda brand has run into controversy with its recently pulled two-and-a-half-minute ad in which model Kendall Jenner joins a protest and seems to defuse tensions with police officers by handing one a can of soda.” source

Why this solution The ad followed a wave of ads that used vaguely political messaging to make buying feel virtuous. “A recent wave of high-profile ads have used easily-understood, vaguely political messaging to transmit the idea that to buy a given product won’t just make you happier - it’ll make you more virtuous.” source

No source we read says: problem, solutions considered

Your 16, and the precedent to show each one

Our deal rows are YouTube only. Six of the sixteen companies show zero. For an Instagram first brand that is a hole in our scanning and never a fact about the brand.

Picking the precedent is the easy part, running it without ending up as one of the campaigns that went wrong is the hard part, and if you want that handled from the first brief to measuring what it did, we will run the campaign with you.

Method

• Where the cases came from. The case bank sheet, 441 rows, filtered to repositioning. Nothing was researched fresh. The bank already carries the problem, the campaign, the outcome and the sources.
• Companies carrying the signal. 325. Counted on 7 September 2026.
• How many of them use creators at all. 140, which is 43 percent. And 118 in the last twelve months. Most of the list is not visibly working with creators, which is the opening.
• What does move. The mix, in the 10 brands with enough deals either side.
  • nutrafol.com 72% new categories and 88% new creators
  • kit.com 71% new categories and 89% new creators
  • zbiotics.com 57% new categories and 55% new creators
  • livemomentous.com 56% new categories and 77% new creators
  • cozyearth.com 16% new categories and 58% new creators
• 🟢 Green rows. We opened the page and it says the number. Safe to quote, numbers included.
• 🔵 Blue rows. We read the page and pulled the quotes off it, nobody has checked the outcome number against it. The quote is safe. Check the number before it goes in an email.
• ⚪ Grey rows. Only our own research write up, no public page read. Do not put these numbers in an email until somebody finds a source.
• The sheet all three tabs, and the copy to edit
• The doc the same 34 read top to bottom

Built from the sheet on 13 September 2026.