Excel in Extremes
TRIBE ran the Excel in Extremes influencer campaign for Prestone, drawing 7 creator posts from a combined 212,707 followers and an engagement rate of 3.22%.
Case in 60 seconds
Prestone makes screen wash, a functional automotive product that gives creators little to photograph on its own, so the brand needed a reason for people to bring it into content they were already making.
The campaign appears to turn on the observation that drivers who buy screen wash are already people who go outdoors and push their cars, because the brief asks for the extreme thing the creator was doing rather than for the product in use.
Excel in Extremes made the product a companion to whatever the creator counted as extreme, so the organizing thesis was the creator's own limit rather than a demonstration of what the screen wash does.
TRIBE briefed creators to submit posts showing how they excel in extremes, grabbing a bottle of the screen wash and sharing a picture of their car or of themselves going to the next level outdoors, which returned 7 creator posts.
TRIBE reports 7 creator posts reaching combined followers of 212,707, producing 6,852 likes and comments, an engagement rate of 3.22% and average CPE of 0.21, $0.27 and 0.38.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted their own posts against an open brief, grabbing a bottle of the screen wash and photographing their car or themselves doing something extreme outdoors.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.21 $0.27 0.38 | engagements |
| combined followers | Combined Followers 212,707 | performance |
| creator posts | Creator Posts 7 | content_pieces |
| engagement rate | Engagement 3.22% | engagement_rate |
| likes and comments | Likes & Comments 6,852 | performance |
Why TRIBE's strategy worked
- 1
A brief that asks creators to show their own behaviour rather than the product carries a functional item into content without the post becoming a demonstration, which is what the single line about excelling in extremes does here.
- 2
Small creator sets can still return rate-based performance, because TRIBE reports 3.22% engagement across 7 posts and 212,707 combined followers, so the number of posts and the strength of each are separate levers.
- 3
Leaving a word like extreme undefined lets each creator resolve it against their own audience, which appears to be why the comments TRIBE quotes read as intent to try rather than as compliments on the picture.
Results
+18.9M
Total views
16.2K
Total clicks
+999.4K
Total engagements
Results
+48.7M
Total views impressions
132%
Above benchmark reel view rate
118%
Gold delivery reach against target
Results
66.3K
Total clicks
43
Unique assets
106K
Total engagement