International Day of Families
TRIBE ran an International Day of Families brief for San Remo that gathered 185 creator posts reaching a combined follower count of 4,425,176.
Case in 60 seconds
San Remo set out to mark International Day of Families with content showing family meals, and the brief asked for authentic moments with pasta and loved ones rather than a produced brand execution.
The campaign appears to turn on the brief line that families come in all shapes and sizes, because a pasta brand earns its place through the meal a household already cooks rather than one idealised scene.
The organising idea was to hand the day to creators and let them show their own families with pasta, so San Remo appeared inside many household versions of the occasion rather than one.
Creators submitted posts featuring their family and any San Remo product under a single open brief, and TRIBE reports 185 creator posts drawn from a combined follower base of 4,425,176, with audience comments displayed as sentiment.
TRIBE reports 2.85% engagement, 126,019 likes and comments and an average CPE shown as $0.22 within a band of 0.17 to 0.31, across 185 creator posts and 4,425,176 combined followers.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators took part by submitting a post showing their family with any San Remo product, so entry required a household meal moment rather than a scripted brand asset.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.17 $0.22 0.31 | engagements |
| combined followers | Combined Followers 4,425,176 | performance |
| creator posts | Creator Posts 185 | content_pieces |
| engagement rate | Engagement 2.85% | engagement_rate |
| likes and comments | Likes & Comments 126,019 | performance |
| new followers reached | San Remo used 185 unique influencer posts to reach 4.4m new followers | follower_growth |
Why TRIBE's strategy worked
- 1
An open product brief that accepts any item in a range trades control of the shot for volume, because creators can satisfy it with a meal they were cooking anyway rather than staging a product they do not use.
- 2
A dated cultural moment such as International Day of Families gives a pantry brand a reason to be in feed content, which reads as a cheaper route to relevance than building an occasion from scratch.
- 3
An average CPE of $0.22 alongside 2.85% engagement suggests the value sat in aggregate volume across 185 posts rather than in any single large audience, which favours breadth of casting over follower scale.