Two smiling people in tan tank tops look down at a table beside a Ravensburger "Puzzle" box with a cozy room scene
Submitted by IZEAAgency IPI Score 41/100

Ravensburger USA Jigsaw Nationals Creator Content

Influencer Marketing

IZEA ran creator content for Ravensburger around the USA Jigsaw Nationals and an influencer collaboration aimed at millennial women, which IZEA reports garnered over 5M impressions.

5MImpressions

Case in 60 seconds

Ravensburger set out to energize a new audience around competitive puzzling at the USA Jigsaw Nationals, while a second brief asked IZEA to broaden the brand's reach among millennial women.

The campaign turns on context rather than product, because IZEA placed puzzles inside occasions the audience already values, the excitement of speed puzzling at a national competition and the comfort of date nights and cozy evenings in.

IZEA framed puzzling as both a spectator thrill and a shared pastime, pairing behind-the-scenes coverage of speed puzzling with content that showed puzzles as a fun addition to date nights and cozy evenings in.

IZEA teamed up with creators on TikTok, Instagram and YouTube to deliver behind-the-scenes content from the USA Jigsaw Nationals, capturing speed puzzling and its community. A separate influencer collaboration granted creators creative freedom to present puzzles as part of date nights and cozy evenings in.

IZEA reports that the content from its influencer collaboration collectively garnered over 5 million impressions, while the page gives no figure for the USA Jigsaw Nationals coverage and no engagement or sales result.

Strategy Breakdown

A new audience for competitive puzzling at the USA Jigsaw Nationals and, for the influencer collaboration, millennial women.
The page describes speed puzzling as exciting and its community as vibrant, so IZEA built the event work on energy that the competition already carried rather than energy the brand had to manufacture.
The page positions Ravensburger as the go-to brand for puzzle lovers everywhere, so the Nationals coverage reinforced a role the brand already claimed rather than introducing a new product.
IZEA's influencer strategy treats puzzling as a shared activity for date nights and cozy evenings in, because a social occasion gives millennial women a reason to pick up a puzzle rather than a feature to weigh.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram
  • YouTube

Partners

  • IZEA

Results & Evidence

MetricValue
Impressionsover 5M impressions

Why IZEA's strategy worked

  1. 1

    Granting creators creative freedom yields distinct pieces of content rather than repeated scripts, which IZEA ties to over 5 million impressions, so a loose brief can still serve a reach goal when the occasion is fixed.

  2. 2

    Placing a product inside an existing ritual such as date night gives creators a scene to film rather than a feature to explain, which suits a product people use at home during cozy evenings in.

  3. 3

    A competitive event gives a hobby stakes and spectacle, so behind-the-scenes coverage of speed puzzling can recruit a new audience to the pastime rather than only serving people who already puzzle.

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