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4.25% Engagement Rate and 7,500+ Entries in Four Weeks
Influencer MarketingFabulate partnered Cellarbrations with eight micro-influencers across Facebook and Instagram to drive entries to its Spin to Win competition, generating over 7,500 quality entries within four weeks.
Case in 60 seconds
Cellarbrations wanted buzz and talkability around its Spin to Win competition, and the goal was to increase entries across Australia through Meta platforms, so the content had to feel native to social while driving performance.
The campaign appears to turn on the observation that consumers engage with social content reading as entertainment rather than advertising, because creator-led content can make a branded competition feel organic and worth entering.
The organizing thesis was to use creators as trusted messengers who could capture attention in the feed and motivate action, turning scrolls into clicks and clicks into entries.
Fabulate partnered Cellarbrations with eight micro-influencers across Facebook and Instagram, each producing performance-optimised content for Meta's algorithms in short, dynamic formats built around the Spin to Win experience and driving traffic to the competition site.
Fabulate reports 239K total views, 325K+ impressions and 8K+ total ad clicks, with a 4.25% engagement rate and a 3.44% CTR, and over 7,500 quality entries generated within four weeks.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
Partners
- Fabulate (lead_agency)
Participation mechanic
- Audiences took part by entering the Spin to Win competition, with creator content in short, dynamic formats pushing traffic from Facebook and Instagram feeds to the competition site where entries were made.
Creator role
- Kayla Brannan — creator
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| engagement rate | 4.25% engagement rate , significantly higher than the 0.8% alcohol industry benchmark | engagement_rate |
| quality entries | Over 7,500 quality entries generated within four weeks | performance |
| total views | 239K total views | video_views |
| CTR | 3.44% CTR , outperforming the 1.3% branded content benchmark | performance |
| impressions | 325K+ impressions | impressions |
| total ad clicks | 8K+ total ad clicks | traffic |
| increase in CPA efficiency | 58% increase in CPA efficiency compared to standard branded content | performance |
| CTR vs other ad formats | 3-5x higher CTR than other ad formats | performance |
Why Fabulate's strategy worked
- 1
Competition mechanics appear to benefit from creator distribution, because a prize draw delivered by a familiar account reads as an invitation to play rather than as a placement asking for a click.
- 2
Micro-influencer rosters suit performance briefs, since eight creators building for Meta's algorithms gave the campaign a spread of audiences while keeping each piece of content native to its own feed.
- 3
Benchmark framing carries the argument here, because the reported 4.25% engagement rate and 3.44% CTR are set against a 0.8% alcohol industry figure and a 1.3% branded content figure rather than left to stand alone.
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
Results
$0.96
Cpa
13.4%
Vtr
$29.71
Roas