Driving Holiday Sales for Moschino
Influencer MarketingButtermilk deployed 16 low-to-mid-tier influencers to position Moschino Teddy fragrances as the holiday gift at Macy's, delivering a view rate 294% above its KPI and contributing to a confirmed Macy's sales uplift.
About the campaign
Moschino wanted its Teddy Bear fragrance line to own a slice of the congested US holiday gifting window, with a brief that went beyond diffuse awareness: social content had to move consumers aged 18 to 49 toward a specific retail destination, Macy's. Rather than defaulting to the macro-influencer approach common in luxury fragrance, Buttermilk selected 16 low-to-mid-tier creators whose personal aesthetics matched Moschino's playful signature, on the logic that smaller audiences engage more deeply and keep impressions concentrated on commercially relevant, aspirational followers.
The creators produced 36 pieces of platform-native content across Instagram and TikTok, against a KPI of 22, each framing Teddy fragrances as the ideal holiday gift and embedding an explicit Macy's call to action. Top performers named in the agency's reporting included @aidenbelter, @jadeybird, @edenmasliah, and @erika.dwyer.
Buttermilk reports the campaign delivered a 67 percent average view rate against a 16 percent KPI, a combined following of 6.3 million against a 2 million target, 1.4 million total views, and a 6 percent average engagement rate, and states that a direct retail sales uplift for Moschino Teddy fragrances at Macy's was achieved, though no specific sales figure was disclosed; all results are agency self-reported.
Case in 60 seconds
Moschino needed to grow awareness and purchase intent for its Teddy Bear fragrance line among US consumers aged 18-49 during a competitive holiday gifting window, with the explicit goal of converting social attention into foot traffic and sales at Macy's.
In a crowded fragrance gifting category, low-to-mid-tier creators whose personal aesthetics matched Moschino's brand were likely to drive deeper engagement than macro talent, keeping impressions concentrated on commercially relevant, aspirational audiences.
Brief 16 carefully selected influencers to frame Moschino Teddy fragrances as the ideal holiday gift, producing content that stayed within brand guidelines while reflecting each creator's own voice, with Macy's as the explicit purchase destination.
The 16 creators produced 36 pieces of content across Instagram and TikTok, each directing followers to Macy's. Named top performers included @aidenbelter (98.1K followers, 35.98% view rate), @jadeybird (660K followers, 5.57% ER), @edenmasliah (254K followers, 14.39% ER), and @erika.dwyer (471K followers, 13.92% ER).
Against a 16% view rate KPI the campaign delivered a reported +294% overdelivery in average view rate; combined following reached 6.3M against a 2M target; 36 pieces of content were produced against a KPI of 22; and Buttermilk reports a confirmed retail sales uplift for Moschino Teddy fragrances at Macy's, though no specific sales figure is disclosed. All results are self-reported by the agency.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Instagram posts and stories (influencer-owned channels)
- TikTok videos (influencer-owned channels)
- 36 individual pieces of content across 16 creators
Partners
- Buttermilk (influencer campaign management and talent sourcing)
- Macy's (retail conversion destination)
Participation mechanic
- Creator-produced gift-framing content using brand guidelines
- Explicit Macy's retail call to action embedded in each creator's content
- Holiday gifting narrative across all 16 creators
Creator role
- Primary content producers: each creator developed platform-native content reflecting their own aesthetic within Moschino brand guidelines
- Retail traffic drivers: creators directed audiences explicitly to Macy's as the purchase destination
- Named top performers: @aidenbelter, @jadeybird, @edenmasliah, @erika.dwyer per Buttermilk case study
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Average view rate overdelivery vs KPI | +294% | Engagement | Agency reported |
| Creator following overdelivery vs KPI | +215% | Reach | Agency reported |
| Average engagement rate overdelivery vs KPI | +22% | Engagement | Agency reported |
Why Buttermilk's strategy worked
- 1
**Tier selection shaped efficiency.** Choosing low-to-mid-tier creators rather than macro talent allowed Buttermilk to exceed the combined following KPI by 215% while maintaining an engagement rate above target, suggesting that multiple smaller creators can collectively outperform fewer larger ones on both reach and depth.
- 2
**High content volume reduces single-post dependency.** Producing 36 pieces against a KPI of 22 gave the campaign broader surface area across platforms and reduced the risk that any individual post underperforming would drag overall results.
- 3
**Aesthetic alignment between creator and brand sustains attention.** The reported +294% overdelivery in average view rate against a 16% KPI indicates that content held attention at an unusual rate, consistent with Buttermilk's stated rationale for selecting creators whose personal aesthetics matched the Moschino brand.
- 4
**An explicit retail destination converts social activity into a measurable commercial signal.** Naming Macy's as the purchase destination throughout the campaign enabled Buttermilk to report a confirmed retail sales uplift, which is notable in a category where influencer campaigns often produce awareness metrics only.
- 5
**Gift-framing is a durable briefing device in fragrance.** Instructing all 16 creators to position Teddy Bear fragrances as the ideal holiday gift provided a consistent commercial narrative while leaving room for each creator to express it in their own voice.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate