Reese's Peanut Butter Crème Eggs
TRIBE ran a creator campaign for Reese's Peanut Butter Crème Eggs that produced 15 Creator Posts against combined followers of 863,142 and 14,909 Likes & Comments.
Case in 60 seconds
Reese's was pushing Peanut Butter Crème Eggs into Easter, an occasion already owned by established egg brands, and the brief frames the product as something audiences still had to discover rather than expect.
The campaign appears to turn on Easter being a planning occasion as much as an eating one, because the brief reaches for 'that's Easter sorted' and egg hunts, which are the moments where a purchase decision gets settled.
Rather than presenting the eggs as a product launch, TRIBE built the brief around personal discovery, asking creators to submit posts showing their discovery of new Reese's eggs and their own excitement about them.
Creators submitted posts featuring Reese's eggs, showing how they eat them and how the eggs take Easter from good to great, with the brief directing content toward Easter egg hunts, eating or baking the eggs, and 'that's Easter sorted'.
TRIBE reports 15 Creator Posts, Combined Followers of 863,142 and Likes & Comments of 14,909, alongside an Engagement figure of 1.73% and an Average CPE printed as 0.20, $0.26 and 0.36.
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, with the campaign built from what they chose to shoot around egg hunts, eating and baking rather than from supplied assets.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.20 $0.26 0.36 | engagements |
| combined followers | Combined Followers 863,142 | reach |
| creator posts | Creator Posts 15 | content_pieces |
| engagement rate | Engagement 1.73% | engagement_rate |
| likes and comments | Likes & Comments 14,909 | engagement |
Why TRIBE's strategy worked
- 1
A brief written as a discovery prompt rather than a product description gives creators a first-person reason to post, which is what the Reese's brief does when it asks for posts showing the discovery of new eggs.
- 2
Naming the occasion moments in the brief, egg hunts, eating and baking, appears to have set the content formats without dictating them, because each moment carries its own shooting idea for a creator to fill.
- 3
Combined Followers of 863,142 across 15 Creator Posts reads as a campaign built on modest individual audiences rather than a few large ones, which is the shape TRIBE's reported Engagement of 1.73% sits within.