The Challenge
Art on Scarves produces designed silk scarves. A design-led accessory brand competes on how the product looks in context. The brand needed visually strong creators whose audiences respond to styling and design content.
Our Approach
We reviewed a large creator pool and selected a small number of highly visual accounts.
- 20,971 creator profiles were reviewed to build the shortlist
- Selection weighted visual quality and styling ability above reach
- Creators were briefed to style the product rather than present it flat
- Content was checked against brand guidelines before publication
Screening at volume and publishing selectively produced content that matched the brand’s design positioning.
The Results
The campaign reached an audience of 2,177,447 at a 9.7% engagement rate, close to double the typical rate for fashion accessories, from a creator list drawn out of 20,971 reviewed profiles.
Screening 20,971 Profiles for Styling Ability, Not Reach
A design-led accessory sells on how it looks in context, which is why the shortlist here was built by screening a large creator pool for visual and styling quality first and reach second, 20,971 profiles reviewed to find a small number of accounts capable of styling a silk scarf rather than laying it flat in a product shot. Creators were briefed accordingly: to style the product into an outfit or a scene, not present it as a stand-alone item, since a design brand’s content has to demonstrate taste as much as show the product.
What a Rate Nearly Double the Category Norm Confirms
A 2,177,447-strong reach and a 9.7% engagement rate, already noted on this page as close to double the typical rate for fashion accessories, describe attention, not units sold. What a rate that far above category norm confirms is that screening 20,971 profiles down to a visually selective shortlist produced content people stopped to look at, rather than scrolled past, the return on being selective rather than casting wide.
