Share the Magic-6
Submitted by TRIBEAgency IPI Score 32/100

Ferrero Rocher Share the Magic Christmas Creator Posts

Influencer Marketing

TRIBE ran Share the Magic for Ferrero Rocher, briefing creators to post festive desserts and decorations, and reports a 2.18% engagement rate across 17 creator posts.

2.18%Engagement Rate
21.4KLikes & Comments
980.8KCombined Followers

Case in 60 seconds

Ferrero Rocher wanted its chocolate tied to the spirit of Christmas, which meant creators had to show it inside festive desserts, decorations and moments with loved ones rather than as a standalone product shot.

Christmas content already centres on food, decoration and family, so the brief let Ferrero Rocher enter posts creators would make anyway, because a chocolate used in a dessert sits inside the celebration rather than interrupting it as an advert.

Share the Magic positioned Ferrero Rocher as the thing that makes Christmas feel special, asking creators to show it used, shared and unwrapped within their own celebrations rather than presented on its own.

TRIBE briefed creators to submit posts of Rocher used for desserts and decorations, along with loved ones unwrapping or enjoying the chocolate, and the page records 17 creator posts without naming the creators or the platform.

TRIBE reports a 2.18% engagement rate and 21388 likes and comments across the 17 creator posts, from creators with 980808 combined followers, while the page prints its average CPE as three unlabelled figures.

Strategy Breakdown

The brief casts Ferrero Rocher as the ingredient and the decoration that makes Christmas feel special, so the brand plays a supporting part within the celebration rather than standing as the subject of the post.
People already make and share festive desserts and decorations at Christmas, so the brief asked creators to fold Ferrero Rocher into that habit rather than invent a new behaviour around the product.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate2.18%
Likes & Comments21.4K
Combined Followers980.8K followers
Creator Posts17 posts

Why TRIBE's strategy worked

  1. 1

    A brief that names concrete uses for a product, such as desserts and decorations, gives creators a ready format, so the product sits inside content they would plan for the season anyway rather than in a separate sponsored post.

  2. 2

    A seasonal brief carries further when the product already belongs to the ritual, because Ferrero Rocher at Christmas lets creators show unwrapping and sharing as ordinary behaviour rather than staged promotion.

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