George at ASDA The George Collective Always-On Creator Programme
Influencer MarketingSEEN Connects ran The George Collective, an always-on two-tier creator programme with an LTK storefront for George at ASDA, which returned £502K in earned media value.
About the campaign
George at ASDA worked with SEEN Connects on an always-on creator programme that returned £502K in earned media value. George at ASDA is a household supermarket name that wanted to be seen as a fashion destination. Style-conscious shoppers looking for fashion inspiration online did not think to look to a supermarket brand.
The agency built The George Collective, the brand's first always-on creator programme. It ran in two tiers, high-reach Ambassadors and trend-led Style Shifters. Creators had complete creative freedom to show George in weddings, wardrobe refreshes and seasonal changes. An integrated LTK storefront made the content shoppable, and paid social ran alongside the organic work. The year closed with George's first in-person creator immersion event.
The agency reports £502K in earned media value, 3.2K clicks to shop and £26k in direct revenue. Over the year, creators delivered 80% additional content pieces against a target of 140. The work was shortlisted at the 2026 UK Social Media Awards for Best Use of Social Media for Fashion.
Case in 60 seconds
George at ASDA wanted to be seen as a fashion destination, but as a household supermarket name it was not where style-conscious shoppers looked for inspiration online, so fashion credibility had to be earned.
Style-conscious shoppers take fashion cues from creators they already follow, because a creator wearing George to a wedding or through a seasonal wardrobe refresh shows the clothes in a real life that supermarket advertising cannot.
SEEN Connects built The George Collective, the brand's first always-on creator programme, in two tiers of high-reach Ambassadors and trend-led Style Shifters, so credibility would build through a year of relationships.
Creators had complete creative freedom to place George in everyday moments such as weddings, wardrobe refreshes and seasonal changes, while an integrated LTK storefront made the content shoppable and an in-person creator immersion event closed the year.
SEEN Connects reports £502K in earned media value, 3.2K clicks to shop and £26k in direct revenue, while creators delivered 80% additional content pieces against a target of 140 over the year. The work was shortlisted at the 2026 UK Social Media Awards for Best Use of Social Media for Fashion.
Strategy Breakdown
Creative & Execution System
Assets & channels
- Other
Partners
- SEEN Connects
Results & Evidence
| Metric | Value |
|---|---|
| Earned Media Value | £502K |
| Clicks to Shop | 3.2K clicks to shop |
| Direct Revenue | £26K |
| Extra Content vs Target | 80% additional content pieces |
Why SEEN Connects' strategy worked
- 1
Creative freedom inside a year-long relationship produces more content than a brief asks for, because creators who choose their own moments keep posting past the target, which is where the 80% additional content pieces came from.
- 2
A shoppable storefront attached to creator content turns inspiration into a countable step, so a campaign built to earn credibility can still report clicks to shop and direct revenue beside earned media value.
- 3
A tiered roster splits reach from trend authority, so high-reach Ambassadors carry awareness while trend-led Style Shifters supply the fashion signal that a supermarket name does not carry on its own.
Results
14:1
Sales roas
250K+
Tiktok followers
Results
76K
Likes
3M
Impressions
2M+
Social & digital impr.
