Find Your Rich
TRIBE ran the Find Your Rich influencer campaign for San Miguel, commissioning 15 creator posts that reached 687,410 combined followers and returned a 4.08% engagement rate.
Case in 60 seconds
San Miguel needed to attach a beer brand to a definition of wealth grounded in experience rather than money, which is a claim a brand cannot make credibly on its own and which required other people to make it instead.
The campaign appears to turn on the fact that wealth is something people already define privately and unevenly, so asking creators what being rich means to them produced answers rooted in their own lives rather than a borrowed brand line.
Find Your Rich put a single question to creators, what does it really mean to be rich, and let the answer rather than the product carry the campaign, with the beer appearing inside the moments creators already valued.
TRIBE briefed creators to submit posts answering what it really means to be rich, directing them toward experiences, memories made with loved ones, exploring new places and getting together with friends over a beer, which produced 15 Creator Posts.
TRIBE reports Engagement of 4.08% against Combined Followers of 687,410, with Likes & Comments of 28,039 across the 15 Creator Posts and an Average CPE shown as 0.12, $0.16 and 0.22.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted posts answering the brief question of what it really means to be rich, showing what they value, from exploring new places to getting together with friends over a beer.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.12 $0.16 0.22 | engagements |
| combined followers | Combined Followers 687,410 | reach |
| creator posts | Creator Posts 15 | content_pieces |
| engagement rate | Engagement 4.08% | engagement_rate |
| likes and comments | Likes & Comments 28,039 | performance |
Why TRIBE's strategy worked
- 1
A brief written as a question rather than a message specification lets creators answer from material they already hold, which is the mechanism that appears to sit behind the 4.08% engagement rate on a 687,410 follower base.
- 2
Where a brand claims a value rather than a product benefit, creator voices carry the claim more credibly than brand copy, because the audience reads the creator's own life as the evidence rather than the assertion.