How Looksee broke Thermos out of the winter-only mindset and dropped paid social CPC by 31%.
Thermos needed to break out of the winter-only, camping-only mindset and show genuine year-round utility.
We mapped a two-tiered hybrid roster to four seasonal retail moments and let creator content replace brand ads.
70 creators, 10 paid and 60 contra, mapped to four retail moments: Winter Warmer, Father's Day, Spring Hydration and Black Friday.
Contra creators received $100 to $200 of product with full creative freedom, driving a 95% seeding post-rate.
The top organic assets boosted as paid ads, substituting creator content for brand ads and cutting CPC.
Aligning influencer activity to the retail calendar let creator content crush paid media benchmarks.
Align influencer activity to the retail calendar. Creator content crushes paid media benchmarks.
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