Chi Chi is a womenswear brand whose organic traffic had dwindled following a complicated site platform change, compounded by COVID’s impact on the fashion sector and low engagement on Instagram. Terrier Agency built a sustained, large-scale outreach and product seeding programme to recover organic visibility and drive user-generated content at volume.
Starting with a small trial, then a targeted push on the commercially vital Bridesmaid Dress category, the programme scaled into a rolling twelve-month calendar targeting a different category each month ahead of its peak selling period. Over 700 products are now sent to creators every single month, and the campaign has delivered 9,025 gifting collaborations reaching a combined following of 92.6 million.
The result is one of the largest sustained seeding programmes in UK womenswear, a constant engine of UGC, social signals and organic momentum.
Scheduling a Category Every Month Instead of One Big Push
A rolling twelve-month calendar means the shortlist and briefing work never stops: each month’s category is cast and briefed ahead of its own peak selling period, so bridesmaid dresses go out before wedding season and the next category is already in production behind it. That is a different shape of casting to a single campaign, closer to running twelve small launches back to back than one long one.
9,025 gifting collaborations reaching a combined following of 92.6 million describes how much of the UK womenswear audience has seen Chi Chi product through a creator, not a sales total, but sustained at over 700 products sent every month, it is the scale that keeps organic and social signals compounding rather than spiking once and fading.
