How American Girl Creators Promoted Its Cultural Celebrations Collection
Learn how American Girl worked with creators to generate Instagram content that promoted its Cultural Celebrations collection and drove ROI.
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Transcript:
How American Girl Creators Promoted Its Cultural Celebrations Collection
THE CHALLENGE
American Girl wanted to showcase a variety of religious & cultural holiday celebrations with its Truly Me™ Doll.
They sought to partner with influencers that had an organic, genuine connection to their featured holidays.
The goal was to promote the Cultural Celebrations collection & drive website traffic.
THE IDEA
The brand wanted to reach mothers of young girls who celebrated Diwali, Hanukkah, Christmas, or Kwanzaa.
All creator applicants were asked about their connection to the various holidays, including their traditions.
THE ACTIVATION
Creators were instructed to produce evergreen, relevant content
that could be repurposed for future holiday seasons.
THE RESULTS
20 Creators
123 pieces of content
360K total impressions
27K total engagements
7.5% average engagement rate
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