Torriden
We ran the same brand's campaign again three months later. Fewer posts, less money, nearly four times the engagement.
- Service
- Paid Campaign
- Period
- January – March 2025 (11 weeks)
- Market
- US
Challenge
The problem.
Following a Q4 campaign, Torriden needed a more efficient activation for the Dive In line. The product already had strong awareness and prior viral history, so the objective was not introduction. It was efficiency.
Approach
What we did.
- Tightened creator selection rather than increasing budget, setting a minimum average viewership and engagement threshold before a creator entered consideration
- Matched video style to product awareness level, choosing visually driven short-form over educational content because the product was already known
- Prioritized creators producing fast-paced, close-up, high-energy work for watch-through
- Benchmarked every creator's campaign performance against their own trailing average
Results
The numbers.
8.65M
Total views
−81.5%
Cost per thousand views vs. prior campaign
+275%
Total viewership vs. prior campaign
+369%
Total engagement vs. prior campaign
85.7%
Of creators met or exceeded benchmark engagement
36
Posts, down 37% from the prior campaign
Insight
Selection beats spend
The prior campaign used 57 posts and a third more budget to produce a quarter of the engagement. Nothing about the market changed between the two. What changed was who we selected and what we asked them to make.
Gallery
Selected assets
- Paid Campaign
- Efficiency
- Creator Selection
- Repeat Client