Centrum Applauding Life Creator Content
Influencer MarketingTRIBE ran an influencer marketing brief for Centrum multivitamins that produced 34 licensed creator posts, which the agency reports drew a 2.74% engagement rate.
Case in 60 seconds
Centrum, a multivitamin brand, set an objective of content in which creators celebrated everyday wins, big or small, so the task was tying a daily supplement to the moments when people feel at their best.
The brief turns on personal moments rather than product claims, because the page asks creators to show times they feel positive, happy, energetic, relaxed or healthy, which ties the supplement to wellbeing each creator defines for themselves.
The organizing idea was applauding life, in which creators celebrated their own everyday wins and brought each post to life with Centrum's rainbow spectrum as the shared visual cue across the work.
Through TRIBE, creators answered a brief to submit posts of themselves applauding life with the Centrum rainbow, and the page reports 34 creator posts that Centrum licensed as original creator content.
TRIBE reports a 2.74% engagement rate and 32321 likes and comments across the 34 creator posts, drawn from creators with 1178250 combined followers, while the page states no sales or other commercial result.
Strategy Breakdown
Creative & Execution System
Partners
- TRIBE
Results & Evidence
| Metric | Value |
|---|---|
| Engagement Rate | 2.74% |
| Likes & Comments | 32.3K likes and comments |
| Licensed Creator Posts | 34 pieces |
| Combined Followers | 1.2M combined followers |
Why TRIBE's strategy worked
- 1
An open emotional prompt such as feeling at one's best lets each creator supply a personal moment, so a supplement brand gains varied content rather than the same product message repeated by every creator.
- 2
A single visual device, here the Centrum rainbow, gives many independently made posts a common brand signature, which makes content licensed from many creators usable as one body of work.
- 3
Licensing creator posts rather than only commissioning them leaves the brand holding reusable assets, because the page frames the 34 pieces as original creator content that Centrum licensed.
Results
6.46M
Impressions
-60%
Cpm vs contracted
-70%
Cpa drop since launch
Results
+248
Content pieces
5.4M
Potential reach
3.91%
Engagement ratio