#celebratemytree
TRIBE ran a Christmas tree content campaign for Mars brand Celebrations Chocolate in which creators produced 327 Creator Posts reaching 11,436,649 Combined Followers.
Case in 60 seconds
Celebrations is a Christmas sharing format competing for attention inside a season when confectionery brands all address the same household occasion, so the page positions the tub against a family ritual rather than against rival chocolate.
The campaign appears to turn on the observation that a decorated Christmas tree is already a thing people photograph and compare, because every tree differs by household in the way the page likens to the assorted chocolates in one tub.
Match the product truth to the ritual truth by treating variety as the organizing thesis, so that a tub containing many different chocolates and a street containing many different trees make the same point about a shared occasion.
TRIBE briefed creators to submit posts of themselves celebrating their Christmas tree and to ask followers to share theirs under #celebratemytree for the chance to win a personalised tub of Celebrations, producing 327 Creator Posts including video content.
TRIBE reports 327 Creator Posts, Combined Followers of 11,436,649, Engagement of 2.33% and Likes & Comments of 266,274, with Average CPE listed as 0.19, $0.25 and 0.34.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators posted their own decorated Christmas tree and asked their followers to share theirs using the hashtag #celebratemytree, with a personalised tub of Celebrations offered as the prize for taking part.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average CPE | Average CPE 0.19 $0.25 0.34 | performance |
| combined followers | Combined Followers 11,436,649 | reach |
| creator posts | Creator Posts 327 | content_pieces |
| engagement rate | Engagement 2.33% | engagement_rate |
| likes and comments | Likes & Comments 266,274 | performance |
Why TRIBE's strategy worked
- 1
A brief that asks a creator to photograph something already present in the home lowers the production cost of entry, which reads as one reason 327 Creator Posts were filed against a campaign built on a single sentence of instruction.
- 2
Attaching a prize to a follower hashtag turns each creator post into a recruitment device rather than an endpoint, because the audience is given a reason to produce its own version instead of only registering the brand.
- 3
Anchoring a product claim about assortment to a ritual that visibly varies by household gives creators a reason to differ from one another, which suggests why volume did not require the brand to script each execution.
- 4
The comments TRIBE selected under Sentiment are about the chocolates rather than about the tree, which suggests the seasonal mechanic carried the participation while the product carried the response.