Submitted by IZEAAgency IPI Score 41/100

GUESS Eyewear

IZEA ran a multi-market influencer campaign for GUESS Eyewear, hiring 31 influencers to create 95 pieces of content that the agency reports drove 347M earned reach.

$0.13CPE
3.79%CTR
1.6MInstagram Stories views
20.9M+aggregate reach

Case in 60 seconds

GUESS Eyewear engaged IZEA to raise awareness of its eyewear collection across markets in North America, APAC, EMEA and LATAM, so a single awareness brief had to carry from Canada and Mexico through Thailand and Singapore to France, Croatia and Morocco.

The campaign appears to turn on fashion audiences following creators as local figures rather than global ones, because IZEA paired international influencers with highlights from their own home countries instead of running one centrally produced treatment everywhere.

The organizing thesis was to let international male and female fashion influencers show the collection through highlights from their home countries, so the eyewear appeared inside local fashion context rather than inside brand-made imagery.

IZEA coordinated product deliveries to 31 influencers across the world and tasked them with high-quality visual content on Instagram photos and Instagram Stories, running managed sponsored social, promoted posts and content repurposing, with aggressive paid media targeting behind the posts.

IZEA reports $0.13 CPE, 3.4M+ total engagements, 347M earned reach and a 7.4% engagement rate, with Instagram Stories drawing 1.6M views, 62K+ swipe ups, 20.9M+ aggregate reach and a 3.79% CTR. The agency also reports total influencer follower count exceeding its goal by 94.74% and the paid media engagement goal exceeded by 277.16%.

Strategy Breakdown

The page frames the audience as the followers of international male and female fashion influencers in the North America, APAC, EMEA and LATAM markets listed, whom the influencers were tasked with driving to purchase.
Based on the available evidence, the work sits between a single global eyewear collection and fashion taste that is read locally, which the home-country highlights address by letting each market see the frames in its own setting.
Eyewear has to be seen worn to register, and the page shows IZEA answering that with high-quality visual content on Instagram photos and Stories rather than with claims about the collection.
GUESS Eyewear's role was to supply the collection and the product deliveries IZEA coordinated to 31 influencers, which left the framing of each post to the creator and to the market that creator speaks to.
IZEA reads the engagement on the strongest posts as an audience moving lower in the funnel, which the page labels positive purchase intent, so engagement is treated as a purchase signal rather than as reach.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • IZEA

Creator role

  • André Hamann — creator
  • Anita Azul Místico — creator
  • Carla Ginola — creator
  • Eugenie — creator
  • Kimor — creator
  • María Majón — creator
  • Nadya Hasan — creator
  • René Danielle — creator
  • Sara Adrian — creator
  • Virginia Varinelli — creator

Results & Evidence

MetricValue
CPE$0.13
CTR3.79%
Instagram Stories Views1.6M
Aggregate Reach20.9M+
Comments4.6K+
Earned Reach347M
Engagement Rate7.4%
Engagement Rate99.4%
Influencer Follower Count Against GoalOur total influencer follower count exceeded our goal by 94.74%
Influencers31
Likes294K
Organic Engagement Rate, Instagram StoriesThis campaign's organic engagement rate for Instagram Stories was 8.16%
Paid Media Engagement Against Goalour paid media engagement goal was exceeded by 277.16%
Pieces of Content95
Swipe Ups62K+
Total Engagements161K+
Total Engagements3.4M+

Why IZEA's strategy worked

  1. 1

    Casting on organic engagement rate rather than follower scale reads as what carried the result, because IZEA attributes exceeding its internal benchmarks in part to a rigorous selection process that took organic engagement rates into account.

  2. 2

    Pairing Stories with in-feed posts suggests a way to buy both spike and shelf life, because IZEA describes Stories carrying the higher organic engagement rate at 8.16% while the in-feed content remains evergreen.

  3. 3

    Local creator framing appears to offer a route to running one brief across many markets, because a home-country highlight gives each market its own content without a separate campaign concept being written per country.

  4. 4

    Layering paid media over creator posts reads as where the overdelivery came from, because IZEA reports the paid media engagement goal exceeded by 277.16% and describes promoted posts on Stories garnering stronger traffic than before.

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