Submitted by TRIBE

Moonpig Father's Day TikTok and Instagram Creator Campaign

Influencer Marketing

TRIBE matched Moonpig with seven TikTok and Instagram creators for its Father's Day campaign, and the agency reports eight posts collectively achieving 2.85M views.

2.85MViews
187KEngagements
2.6MTop Video Views
100KTop Video Engagements

Case in 60 seconds

Moonpig needed buzz around its Father's Day range while also featuring its new AI Sticker tool, so each piece of creator content had to carry a product feature alongside a seasonal message.

The campaign turns on recognition rather than polish, because TRIBE says the content paired the card-making process with creators' stories of the fathers in their lives and the real-life moments audiences relate to.

TRIBE opened the brief to its creator community and let creators pitch their own ideas, so Moonpig and its card-making process sat inside story-led content ranging from heart-warming moments to Dad joke comedy.

TRIBE matched Moonpig with seven TikTok and Instagram creators from the dozens who pitched, and eight posts were published in the lead up to Father's Day showing how a card is made. @lavenablack filmed a video with her daughter, @jakebhardwajtv shot a light-hearted sketch, and @bamcomedyuk released a musical take on the father-in-law dynamic with the discount code BAM25.

TRIBE reports that the eight posts collectively achieved 2.85 million views, over 187k engagements and £201k earned-media value, while the @bamcomedyuk video alone reached 2.6 million views, over 100,000 engagements and over 10,000 shares. The page also links the partnership to a 'Best brand to work with' nomination at the bCreator Awards and a shortlisting at the TellyCast Digital Video Awards.

Strategy Breakdown

TikTok and Instagram audiences around Father's Day, reached through creators' own followings with stories of the fathers in their lives and the cheeky, real-life moments the page says many people relate to.
Father's Day sits between sentiment and Dad joke comedy, and the brief asked for both, so creators could treat fathers with affection while still making them the punchline.
A personalised card is sold on how easy it is to make rather than on how it looks, so the brief focused creators on showing the fun, easy process of creating one with the new AI Sticker tool.
Moonpig presents itself as the way to connect with the people who matter most, so the content put the brand and the dads front and centre rather than treating the card as a prop.
TRIBE argues that humour holds attention and is remembered, which is why it reads the @bamcomedyuk song, with Sam's father-in-law taking part, as the driver of reach, engagement and shares.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • TRIBE

Creator role

  • @lavenablack — creator
  • @jakebhardwajtv — creator
  • Bec + Sam — creator

Results & Evidence

MetricValue
Views2.85M views
Engagementsover 187K engagements
Top Video Views2.6M views
Top Video Engagementsover 100K engagements
Top Video Sharesover 10K shares

Why TRIBE's strategy worked

  1. 1

    Comedy carried reach in this campaign, because TRIBE attributes the 2.6 million views on the @bamcomedyuk video to humour that matched both the creators' usual output and Moonpig's playful personality.

  2. 2

    An open brief that lets creators pitch their own concepts produces content in their native style rather than a scripted brand message, which TRIBE treats as the condition for audiences engaging with it.

  3. 3

    Repeat partnerships compound, because TRIBE says the multiple campaigns Bec + Sam have made with Moonpig build brand recall and trust, so visible affinity for the brand becomes part of the message rather than a disclosure.

  4. 4

    An always-on creator strategy built around calendar moments gives a greetings brand repeated, timely reasons to appear in feeds, which the page credits with letting Moonpig move at the speed of trends from Valentine's Day to Christmas.

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