Chocolate-glazed cheesecake with gold flecks in a metal tin, a slice cut out beside it, with gold and silver confetti
Submitted by We Are SNSAgency IPI Score 22/100

GÜ #NightInWithGÜ Instagram Creator Campaign

Influencer Marketing

We Are SNS activated 10 Instagram creators for GÜ around a cosy New Year's Eve night in, and the agency reports 23.9K impressions across the activity.

23.9KImpressions

Case in 60 seconds

GÜ wanted to own the cosy New Year's Eve moment during a busy, competitive festive period, so the campaign had to feel premium and celebratory while staying native to Instagram and to the brand world.

The campaign turns on the quiet stretch between Christmas and New Year, because the page describes audiences slowing down, socialising at home and seeking small moments of indulgence, which gives a treat brand an earned place in the evening rather than a borrowed one.

We Are SNS positioned GÜ as the go-to treat for an indulgent, luxurious night in, carried by trusted creator voices and unified under the #NightInWithGÜ hashtag so that every post told one New Year's Eve story.

We Are SNS activated 10 micro and mid-tier lifestyle creators on Instagram between Christmas and New Year, each producing one static post and one Instagram Story that showed a variety of GÜ flavours under #NightInWithGÜ.

The agency reports 23,910 impressions and a 3.2% average engagement rate for the activity, figures it publishes on its own case-study page without any sales or brand-lift result alongside them.

Strategy Breakdown

Instagram audiences spending the festive in-between period at home, slowing down, socialising and seeking small moments of indulgence around New Year's Eve.
The festive in-between period is when audiences slow down and socialise at home, so the page frames New Year's Eve as a cosy night in, and GÜ is placed inside that shift rather than outside it.
The brief describes a busy, competitive festive period, so GÜ needed creator voices that audiences already trust to cut through rather than another brand-led message.
GÜ is cast as the indulgent treat that completes a cosy, luxurious night in, with creators showing a variety of flavours as part of the celebration rather than as a product feature.
Audiences between Christmas and New Year seek small moments of indulgence at home, so the campaign placed GÜ inside that habit rather than asking audiences to change it.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • We Are SNS

Results & Evidence

MetricValue
Impressions23.9K impressions
Creators Activated10 creators

Why We Are SNS' strategy worked

  1. 1

    A treat brand can earn a place in a seasonal moment by matching how audiences already spend it, because content showing a cosy night at home sits inside the behaviour rather than interrupting it.

  2. 2

    Mixing micro and mid-tier lifestyle creators lets a small roster balance credibility against reach, which the agency gives as the reason for the mix rather than chasing follower scale alone.

  3. 3

    One shared hashtag across every post gives a 10-creator campaign a single narrative, so separate creator voices add up to a recognisable brand moment rather than a set of scattered placements.

  4. 4

    Asking each creator for one static post and one Instagram Story pairs a lasting feed asset with a more casual format, which suits a brief that wanted content to feel both premium and native.

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