Make Mother's Day Magical
TRIBE ran a Mother's Day influencer campaign for Ferrero Rocher in which 27 creator posts reached combined followers of 955,091 across the participating creator accounts.
Case in 60 seconds
Ferrero Rocher sells a boxed chocolate that competes for the same Mother's Day gifting purchase as flowers and cards, so the brief TRIBE published sets the task as owning the occasion rather than describing the product.
The campaign appears to turn on the reading that a Mother's Day gift is chosen as proof of a relationship rather than as a treat, because the objective asks creators to show the bond between mother and child and the planning of the present alongside the box itself.
Rather than briefing product shots, TRIBE set the organizing thesis as the magical bond between mother and child, with Ferrero Rocher positioned as the Mother's Day gift that stands for that bond.
TRIBE briefed creators to submit posts celebrating Mother's Day with Ferrero Rocher, featuring mothers, children planning their present or the product wrapped as a gift, and reports 27 Creator Posts delivered against that brief.
TRIBE reports 27 Creator Posts, Combined Followers of 955,091, Likes & Comments of 21,473, Engagement of 2.25% and an Average CPE given as 0.16, $0.21 and 0.29.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted their own posts against an open brief to celebrate Mother's Day with Ferrero Rocher, with TRIBE selecting from what was submitted rather than commissioning each asset in advance.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.16 $0.21 0.29 | engagements |
| combined followers | Combined Followers 955,091 | performance |
| creator posts | Creator Posts 27 | content_pieces |
| engagement rate | Engagement 2.25% | engagement_rate |
| likes and comments | Likes & Comments 21,473 | performance |
Why TRIBE's strategy worked
- 1
A brief that fixes the occasion and the product while leaving the scene to the creator appears to support volume without losing the message, because all 27 posts sit inside a single instruction to celebrate Mother's Day with Ferrero Rocher.
- 2
Naming the relationship rather than the recipient reads as the route into a gifting calendar moment, because the objective allows both mothers and children planning a present to carry the same brand role.
- 3
A reported engagement rate of 2.25% against combined followers of 955,091 suggests the value of this creator set sits in response rather than in reach alone, though how the rate was calculated is not stated.