Submitted by TRIBE

Selfridges Mother's Day

TRIBE ran a Mother's Day influencer campaign for Selfridges that produced 25 Creator Posts reaching 1,037,385 Combined Followers and 15,534 Likes & Comments.

Average CPE 0.23 $0.30 0.42average cost per engagement
Combined Followers 1,037,385combined followers
Creator Posts 25creator posts
Engagement 1.50%engagement rate
Likes & Comments 15,534likes and comments

Case in 60 seconds

Selfridges needed Mother's Day gift content that read as modern and luxurious, and the brief fixes the difficulty at the level of image quality because the retailer asked for lifestyle images rather than product shots or promotional messaging.

The campaign appears to turn on gift-buyers arriving at Mother's Day without a decision already made, because the audience comment TRIBE chose to print describes being stumped for the occasion rather than admiring the brand.

Rather than advertising a gift range, the work asked creators to celebrate the gifts in their own lifestyle imagery, so the product appeared inside a plausible domestic setting rather than a retail one.

TRIBE briefed creators to submit posts celebrating the Selfridges Mother's Day gifts, and 25 Creator Posts were delivered against a combined follower base that TRIBE reports as 1,037,385.

TRIBE reports 25 Creator Posts, Combined Followers of 1,037,385, Likes & Comments of 15,534, Engagement of 1.50% and an Average CPE given as 0.23, $0.30 and 0.42.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Mother's Day arrives on a fixed date with an expectation of a considered gift, and the page's own sentiment evidence shows shoppers reaching it undecided, which is the pressure the content was placed against.
Based on the available evidence, a department store selling many unrelated products at Mother's Day cannot lead on a single hero item, so the brief asked for a consistent look, modern and luxurious lifestyle images, to hold a varied range together.
Selfridges set the aesthetic standard and supplied the gifts while the creators supplied the setting, which puts the retailer in the position of curator rather than advertiser across the 25 Creator Posts.
The campaign appears to rely on gift shoppers borrowing other people's choices, because a creator showing a gift she selected functions as a recommendation in a way a catalogue listing does not.

Creative & Execution System

Partners

  • TRIBE (lead_agency)

Results & Evidence

MetricValueResult type
average cost per engagementAverage CPE 0.23 $0.30 0.42engagements
combined followersCombined Followers 1,037,385performance
creator postsCreator Posts 25content_pieces
engagement rateEngagement 1.50%engagement_rate
likes and commentsLikes & Comments 15,534performance

Why TRIBE's strategy worked

  1. 1

    A brief written as an image standard rather than a message point transfers the creative decision to the creator, which suits a gifting category where the buyer needs to see the product in a home rather than hear a claim about it.

  2. 2

    Selecting sentiment quotes that name the buying problem rather than the brand suggests gift campaigns are judged on whether they resolved a shopper's indecision, because that is the reaction the agency chose to publish as evidence.

  3. 3

    Publishing an Average CPE as three separate values without labelling what separates them leaves the efficiency claim unreadable, so cost figures need their basis stated alongside them to carry any comparative weight.

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