Ten Tops is a family-owned New South Wales discount retailer where every product is priced at $10 or under. With no prior influencer activity and store locations that included harder-to-reach regional sites, the brand asked Terrier Agency to prove what creator marketing could do for a value-led retail business.
We activated NSW-based creators — primarily mums aligned with the Ten Tops customer profile — giving each a $100 budget to spend in their nearest store and share the experience with their audiences. The campaign produced 237 pieces of content, over 3 million estimated views and a potential reach of 7.5 million people, with a combined creator following of 7,535,406 and 188,471 engagements.
Ten Tops gained more than 1,000 new organic followers and recorded a direct increase in in-store sales — including awareness in remote locations traditional media struggles to reach.
Giving Creators $100 to Spend, Not a Product to Unbox
A discount retailer’s proof point is what $10 actually buys, so the brief was built around a real shopping trip rather than a gifted box: each NSW creator received a $100 budget to spend in their nearest store and share what they came away with, including sites in harder-to-reach regional areas that traditional media rarely covers well.
237 pieces of content, a potential reach of 7.5 million and 188,471 engagements across a combined creator following of 7,535,406 describes how far the campaign travelled through a value-conscious NSW audience, not how much it sold — the more than 1,000 new organic followers and the reported increase in in-store sales are the only figures on the page that speak to commercial pull rather than reach.
