Bringgreen
Squid Game Season 2, three creator tiers, and a 62% reduction against initial rates.
- Service
- Paid Campaign with IP Partnership
- Period
- December 2024 – January 2025 (6.5 weeks)
- Market
- US & Canada
Challenge
The problem.
Bringgreen secured a Netflix collaboration timed to the Squid Game Season 2 release. The launch window was fixed, the creator market was unusually competitive because of the show's profile, and the brand needed both mass awareness and clean performance data to inform the following quarter.
Approach
What we did.
- Structured the activation in three coordinated layers rather than one campaign: paid mega and macro for guaranteed reach, no-obligation gifting to mid and above for incremental coverage, and micro and nano seeding for content volume and rights
- Prioritized creators with existing organic affinity to the Squid Game property, which is why top performers exceeded their own historical baselines
- Mapped each concept to the creator's native format instead of applying one campaign template across the roster
- Negotiated every rate individually against a documented initial ask
Results
The numbers.
45.9M
Total views across all layers
$3.96
Cost per thousand impressions
$0.06
Cost per engagement
−62%
Reduction against initial creator rates
188
Total posts and Stories delivered
+5.88pt
Top creator engagement lift vs. own average
Insight
Relationships produce content that budget cannot buy
Seven additional videos and three Stories were delivered at no cost by creators already contracted, purely on relationship strength. A further 24 videos came from no-obligation gifting. Roughly a third of the campaign's total output carried no media cost. That margin is the difference between an agency and a media buyer.
Gallery
Selected assets
- ELIOT. campaign photography 1
- ELIOT. campaign photography 2
- ELIOT. campaign photography 3
- ELIOT. campaign photography 4
- ELIOT. campaign photography 5
- ELIOT. campaign photography 6
- Paid Campaign
- IP Partnership
- Mega Tier
- Multi-Platform