Submitted by Cercone Brown Company

Vital Farms | Influencer Content Trip

Cercone Brown Company ran an influencer content trip in Vermont for LOFT's Fall Collection launch, and the agency reports 30MM Impressions across 518 Social Posts.

$25,000 Added Value Content*added value content
44 Contracted Postscontracted posts
16.5% Engagement Rateengagement rate
6.5% Engagement Rateengagement rate
21.3K Engagementsengagements

Case in 60 seconds

LOFT needed a new way to generate social content and build awareness online for its upcoming Fall Collection launch, and it approached CBC to determine a creative way to launch the line.

The campaign appears to turn on the idea that a seasonal collection is believed through the season itself, because content made in a place that reads as autumn carries the range of the line more convincingly than product posts made anywhere.

CBC built an exclusive, hands-on and immersive content trip drawn from its House Program experience, staging the Fall Collection in Vermont as the most quintessential autumn destination rather than treating the launch as a series of separate posts.

CBC secured nine lifestyle and fashion influencers, sourced accommodations, coordinated travel and logistics, developed the program schedule and material, integrated branded touch points, and contracted agreements for post-trip content deployment alongside organic content.

CBC reports 30MM Impressions and 518 Social Posts, described as 100x Contracted Impressions and 16X Promised Content Deliverables, with a 16.5% Engagement Rate and 21.3K Engagements against a stated 2-3% benchmark.

Strategy Breakdown

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

Lifestyle and fashion influencers and their online audiences, whom LOFT sought to reach in order to raise its profile among influencers and build deep connections around the Fall Collection.
Fashion brands launching a seasonal collection have to show variety across a whole season rather than a single hero product, so LOFT set out to solidify itself as a key fashion player with options for the entire season.
LOFT positioned itself as host rather than advertiser, funding an immersive trip in which the collection was worn through a schedule of activities, which the page frames as a route to authentic, shareable content.
Based on the available evidence, the program assumes creators post more, and more willingly, when the setting supplies its own reason to shoot, since CBC built ample time for organic content alongside the contracted deliverables.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • organic social posts
  • social posts

Partners

  • Cercone Brown Company (lead_agency)

Creator role

  • #MilosMomentMakers influencer partners
  • food and recipe influencers
  • nine lifestyle and fashion influencers

Results & Evidence

MetricValueResult type
added value content$25,000 Added Value Content*estimated_value
contracted posts44 Contracted Postsperformance
engagement rate16.5% Engagement Rateengagement_rate
engagement rate6.5% Engagement Rateengagement_rate
engagements21.3K Engagementsengagements
engagements39.8K Engagementsengagements
impressions1.4M Impressionsimpressions
impressions30MM Impressionsimpressions
impressions49M Impressionsimpressions
industry benchmark engagement rate*Industry benchmarks engagement rates for IG & TikTok generally fall between 2-3%engagement_rate
multiple of contracted impressions100x Contracted Impressionsimpressions
multiple of promised content deliverables16X Promised Content Deliverablesoutput
organic impressions212K Organic Impressionsimpressions
organic posts78 Organic Postsperformance
organic social posts61 Organic Social Postsoutput
performance against program goalOver 2x Program Goalperformance
social posts122 Social Postsperformance
social posts518 Social Postsoutput

Why Cercone Brown Company's strategy worked

  1. 1

    Contracting post-trip deployment while scheduling time for organic content appears to be what lifts volume past the contracted minimum, because creators produce beyond the deliverable when the trip itself gives them material worth posting.

  2. 2

    Reporting output as a multiple of what was contracted, 100x on impressions and 16X on deliverables, suggests the program was sold against a floor rather than a forecast, which makes overdelivery the headline the agency can claim.

  3. 3

    A small cohort of nine creators producing 518 posts reads as evidence that a single shared immersive experience yields more per creator than a larger roster briefed remotely would, though the page does not compare the two.

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