BOSS Valentine's Day Seeding Campaign

COTY needed mass awareness for its newly redesigned BOSS fragrance range ahead of Valentine's Day, calling for a high volume of in-feed content but with no paid influencer budget. Fragrance needed high-volume, authentic-feeling social content, yet paid influencer fees were off the table, so participation had to be earned through product and relationships alone. Disrupt Marketing's read was that creators with genuine ties to luxury, beauty and fragrance audiences will post voluntarily for gifted product if given creative freedom rather than rigid briefs, turning Valentine's Day as a gifting occasion into organic brand visibility.

The agency ran a gifting programme at scale, seeding the redesigned range to a large, handpicked roster and letting creators develop their own narratives and formats. Disrupt Marketing managed it end to end, selecting 259 influencers and handling outreach, packing, mailing and post tracking, and supplying content ideas and product guides across multiple talent touchpoints rather than rigid briefs.

Selecting creators for genuine category affinity supported a high voluntary post rate with no paid fees, and sizing the roster for drop-off is what delivered scale in content, since 165 of the 259 gifted creators posted. Content ran organically on Instagram and TikTok. Disrupt Marketing reports over 236 pieces of content and an estimated 2.3M impressions at zero paid influencer spend; all figures are self-reported with impressions described as estimated, the page carries a discrepancy between a 95% headline post rate and a 66% figure in its copy, and no campaign year, engagement or sales data is disclosed.