Submitted by CollectivelyAgency IPI Score 72/100

Seventh Generation x Collectively: A Year of Impactful Brand Building

Creator Partnerships

A 67-creator, year-long influencer programme across Instagram and TikTok drove 21.1M impressions for Seventh Generation's plant-based cleaning range, with a comment relevancy rate of 20.63% against a 12% benchmark.

141KEngagements
21.1MImpressions
24KLink clicks
4,867Total comments
20.63%Comment relevancy rate
39.51%Instagram Reels view rate

About the campaign

Cleaning products are a low-interest category, and Seventh Generation needed sustained visibility and trial across five product lines for a full year, not a single campaign spike, while staying relevant through seasonal moments including Back to School, the March to End Fossil Fuels and Prime Day. Collectively built the program on personality-first creator selection, prioritising content style and contextual fit over follower count so the products appeared as a natural part of each creator's household rather than an obvious ad.

The agency concentrated on two verticals whose audiences already encounter cleaning products in daily context, Family and Parenting and Food and Beverage, and activated 67 creators across Instagram Reels and TikTok over twelve months, producing content with quirky props, upbeat music and voiceovers tied to a seasonal calendar spanning Foaming Dish, Easy Dose, All Purpose Cleaner, Concentrated Cleaner and Auto Dish. The two verticals played complementary roles, with Family and Parenting creators posting the highest view rate at 21.67 percent and Food and Beverage creators driving 67 percent of impressions.

Collectively reports 21.1 million impressions, 141,000 engagements and a 20.63 percent comment relevancy rate against a 12 percent benchmark, with TikTok reaching 29.58 percent and Instagram Reels posting a 39.51 percent in-feed view rate described as 3.3 times benchmark. All figures are agency-reported.

Case in 60 seconds

Seventh Generation needed sustained consumer visibility and product trial across five cleaning product lines for a full year, rather than a single campaign spike, while staying relevant across distinct seasonal moments including Back to School, March to End Fossil Fuels, and Prime Day.

Audiences in the Family and Parenting and Food and Beverage verticals already encounter household cleaning products in their daily contexts, making creator integrations in these niches more credible than placements in unrelated content categories.

Personality-first creator selection, prioritising content style and contextual fit over raw follower count, so that Seventh Generation products appeared as a natural part of each creator's household rather than an obvious advertisement.

67 creators produced content across Instagram Reels and TikTok over twelve months, using quirky props, upbeat music, and voiceovers, tied to a seasonal calendar covering five product lines: Foaming Dish, Easy Dose, All Purpose Cleaner, Concentrated Cleaner, and Auto Dish.

The programme delivered 21.1M impressions, 141K engagements, and a comment relevancy rate of 20.63% against a 12% benchmark, with TikTok reaching 29.58% comment relevancy and Instagram Reels achieving an in-feed view rate of 39.51%, described as 3.3x the benchmark. All figures are agency-reported and unverified by an independent source.

Strategy Breakdown

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

Two creator verticals were selected as primary: Family and Parenting, and Food and Beverage. These audiences already had a contextual relationship with household cleaning tasks. Family and Parenting creators produced the highest view rate at 21.67%, while Food and Beverage creators accounted for 67% of total impressions, indicating different but complementary roles for each vertical.
Cleaning products occupy a low-interest category for most consumers. Presenting them through creator content risks feeling forced or advertorial unless the integration matches the creator's established tone and domestic context. The programme had to maintain audience relevance across twelve months without the content becoming repetitive.
Seventh Generation competes in a fragmented household cleaning market where plant-based credentials and ingredient transparency are core differentiators. Sustaining visibility across five product lines simultaneously, rather than concentrating spend on one hero product, required a broad but structured creator programme.
Based on the available evidence, Seventh Generation functioned as a values-aligned brand partner, with its sustainability and plant-based positioning providing creators with an authentic reason to integrate products into content about home and family life, rather than requiring a purely promotional framing.
Personality-first talent selection was premised on the idea that audiences follow creators for their style and voice, not for product recommendations in isolation. When a product appears naturally in a creator's existing domestic environment, audiences are more likely to engage substantively, as signalled by the above-benchmark comment relevancy rate.

Creative & Execution System

Assets & channels

  • Instagram Reels (organic creator posts)
  • TikTok (organic creator posts)
  • No paid amplification, whitelisting, or media spend reported

Partners

  • Collectively (influencer campaign management, talent selection, content strategy)

Participation mechanic

  • Creators produced branded integration content using quirky props, upbeat music, and voiceovers to present cleaning products in an engaging rather than instructional format
  • Content was tied to specific seasonal hooks: Back to School, March to End Fossil Fuels, and Prime Day activations
  • Five product lines covered: Foaming Dish, Easy Dose, All Purpose Cleaner, Concentrated Cleaner, and Auto Dish

Creator role

  • Paid partner / sponsored content producers
  • Personality-first selection based on content style and contextual fit rather than follower count
  • Primary verticals: Family and Parenting, and Food and Beverage

Results & Evidence

MetricValueResult typeConfidence
Total impressions21.1MReachAgency reported
Total engagements141KEngagementAgency reported
Link clicks24KEngagementAgency reported
Total comments4,867EngagementAgency reported
Overall comment relevancy rate20.63%Engagement qualityAgency reported
TikTok comment relevancy rate29.58%Engagement qualityAgency reported
Instagram Reels in-feed view rate39.51%Engagement qualityAgency reported
Family and Parenting creator view rate21.67%EngagementAgency reported
Food and Beverage share of total impressions67%ReachAgency reported
Positive or neutral comment sentiment86.06%SentimentAgency reported

Why Collectively's strategy worked

  1. 1

    Personality-first talent selection, where creators are chosen for content style and domestic context rather than follower count, appears to produce more substantive audience engagement, as indicated by a comment relevancy rate of 20.63% against a 12% benchmark.

  2. 2

    Splitting a year-long programme across two distinct creator verticals, Family and Parenting and Food and Beverage, can serve different effectiveness goals simultaneously: one vertical driving volume (67% of impressions from Food and Beverage) and the other driving depth (highest view rate from Family and Parenting at 21.67%).

  3. 3

    A structured seasonal content calendar, covering moments such as Back to School, March to End Fossil Fuels, and Prime Day, gives creators fresh contextual reasons to post across twelve months, which may help sustain audience relevance and prevent content fatigue.

  4. 4

    Distributing content across both Instagram Reels and TikTok allowed the programme to reach different audience behaviours on each platform: TikTok produced a higher comment relevancy rate (29.58%) while Instagram Reels delivered a stronger in-feed view rate (39.51%).

  5. 5

    Comment relevancy rate, as a quality-adjusted engagement metric, may offer a more informative signal of brand-building effectiveness than raw impression or engagement volume for programmes where audience sentiment and message reception matter.

  6. 6

    Covering five product lines simultaneously across a single always-on programme requires careful structural planning; the seasonal hooks appear to have provided the organising logic that kept content varied across a broad product portfolio.

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