Fenella Smith is a small, independent British lifestyle brand selling products for men, women and pets, and a brand with almost no prior experience of influencer marketing. With on-trend collections ready to amplify, they partnered with us to build a large-scale outreach campaign from the ground up.
Because the selected collections were so on-trend, the pick-up rate among influencers was exceptionally strong. Fewer contacts were needed to secure more confirmed collaborations. The campaign generated 127 Instagram posts, more than 55,000 engagements and a total potential audience of over 8.8 million.
Every collaboration also produced content the brand could repost on its own channels, and when Fenella Smith shared that influencer content, both followers and engagement grew measurably.
Building a Pick-Up Rate From an On-Trend Collection, Not a Big Budget
A small, independent brand running its first large-scale outreach campaign doesn’t have an established creator relationship to lean on, so the pick-up rate depends on the product itself giving creators a reason to say yes. That is what happened here: because the selected collections were already on-trend, fewer contacts were needed to secure each confirmed collaboration than a typical cold-outreach campaign would take, the product doing the persuading rather than a large incentive or an existing brand name.
What 8.8 Million Potential Reach and Reposted UGC Add Up To
127 Instagram posts, more than 55,000 engagements and a potential audience of over 8.8 million describe how far the campaign could have travelled and how many people interacted with it, a reach and engagement figure, not a sales count, and “potential audience” specifically means the scale the following could have reached, not a confirmed view count. The more durable outcome is the content bank: every collaboration produced material Fenella Smith could repost on its own channels, and when it did, both followers and engagement grew measurably.
