The Challenge
CO2 YOU is a consumer technology brand. A product that needs explaining cannot rely on a still image. The campaign needed enough content volume for the explanation to reach people more than once.
Our Approach
We ran a high-volume campaign with a video emphasis.
- 113 pieces of content were produced across the creator list
- Video was prioritised so the product could be demonstrated rather than described
- Creators were vetted for audience fit before outreach
- Content was reviewed against brand guidelines before publication
Repeated exposure matters for an unfamiliar product. Most people need to see it more than once before it registers.
The Results
113 pieces of content reached an audience of 3,749,612 and generated 438,401 views.
Briefing Creators to Demonstrate, Not Describe
Terrier’s process for a campaign like this puts the product in creators’ hands before anything is written: creators receive a brief covering the message and the mandatories, the product ships, and drafts are reviewed against the brief before anything is scheduled. That order matters most for a product that needs explaining. A written brief alone cannot show how something works, so review happens once the creator has actually used it and can film the real thing rather than a description of it.
Reading the Reach and View Numbers
113 pieces of content reaching 3,749,612 people and generating 438,401 views is an exposure figure, not evidence that people understood or bought the product. It shows how many times an unfamiliar product got shown, repeated across enough creators that the existing Challenge section’s point about needing more than one viewing to register has a chance of holding.
