The Challenge
Flying Tiger Copenhagen is a Danish variety retailer selling design-led homeware, stationery and seasonal goods. The retailer’s appeal is discovery — customers come in to see what is new, across a range that turns over constantly. Promoting individual products misses what actually brings people through the door.
Our Approach
We ran the highest-volume campaign in this group, built around in-store discovery content.
- 160 creators were agreed, producing 303 pieces of content
- Briefs centred on in-store hauls and seasonal ranges rather than single products
- Selection covered a broad demographic to match the retailer’s wide customer base
- Content was reviewed against brand guidelines before publication
Haul and discovery content mirrors how customers actually shop the stores, which is why it outperformed product-led alternatives.
The Results
160 creators produced 303 pieces of content generating 3,731,540 views — the largest content volume across this set of campaigns.
Scaling Discovery Content Across 160 Creators
A variety retailer cannot brief one product story and repeat it — the range changes too often, and the appeal is walking in to see what is new. Terrier built the largest creator list in this set for that reason, matching a broad range of ages and interests rather than a single audience type, and briefed each creator on the in-store haul format rather than any one item. Content was reviewed against brand guidelines before publication, and usage terms were agreed with all 160 creators before filming began.
What the View Count Says About Store Traffic
3,731,540 views across 303 pieces of content — the largest content volume in this set of campaigns — is a discovery-and-attention number, not a footfall count. What it shows is that haul-style, in-store content held viewers’ attention for a retailer whose appeal depends on browsing rather than a single purchase decision, which is closer to how customers actually shop the stores than any single-product advert could demonstrate.
