Smiling woman with long blond hair in a denim vest smooths a mustard-yellow duvet on a bed beside a glowing wall lamp

Zelesta European Creator Partnership Ads Program

Influencer Marketing

The Cirqle matched 98 creators to Zelesta's ideal buyer across six European markets and turned their content into paid ads, reporting a +76% RoAS uplift.

+76%RoAS Uplift

12%Drop in CPA

About the campaign

Zelesta worked with The Cirqle to turn creator content into a repeatable acquisition channel, and the agency reports a 76% RoAS uplift. Zelesta sells machine-washable, cover-free duvets direct to consumers, with a customer base that now reaches beyond the Netherlands. Before the partnership, its influencer posts ended once they went live and their return could not be tracked.

AI and human curation shortlisted 98 creators by fit, audience overlap and category relevance. Campaigns ran in the Netherlands, Belgium, Germany, Austria, France and Sweden. Creators uploaded 128 assets, which Zelesta reviewed for captions, safe zones and brand alignment. Once rights were secured, the content ran as Partnership Ads on Meta and TikTok alongside organic Reels.

The agency reports a 76% RoAS uplift across the program. CPA fell by 12% against BAU ads. Underperforming ads were paused, and budget moved toward the creatives that delivered sales.

Case in 60 seconds

Zelesta's influencer work ended once a post went live, so reach was broad but brief and the return on each creator could not be tracked while the brand sold its cover-free duvets beyond the Netherlands.

A washable, cover-free duvet is a practical product that buyers judge in a real home, so creators whose audiences mirror the ideal buyer and already speak to local followers carry it into a new country better than brand ads alone.

Creator content was treated as raw material for paid media, so posts that once stopped at publication became Partnership Ads that Zelesta could test, scale or pause against the sales each creative returned.

AI and human curation shortlisted 98 creators by fit, audience overlap and category relevance across six countries, and their 128 assets were reviewed by Zelesta before running as Partnership Ads on Meta and TikTok.

The Cirqle reports a 76% RoAS uplift and a 12% drop in CPA under BAU ads, which it credits to a constant flow of assets, unified rights management and real-time analytics moving budget toward the creatives that delivered sales.

Strategy Breakdown

Buyers who match Zelesta's ideal buyer in the Netherlands, Belgium, Germany, Austria, France and Sweden, reached through creators whose audiences mirror that buyer and who speak to local audiences.

A duvet that needs no cover asks buyers to give up a familiar bedding habit, so the case for remaking a bed in seconds is easier to make in a creator's own home than in a product shot.

Zelesta reviews captions, checks safe zones and approves content in one place, so the brand keeps control of its message while the creators supply the volume of assets the ads need.

Followers act on community specialists who know what they value, which is why selection weighted audience overlap with Zelesta's ideal buyer after earlier work had produced broad reach and brief impact.

Creative & Execution System

Assets & channels

TikTok
Other

Partners

The Cirqle

Creator role

@youraverageguystyle — creator
@wenyiteong — creator
@xcarlydaviesx — creator
@thesilvahome — creator
@tuggziee — creator
@styledby.rhi — creator
@stefanos_dimoulas — creator
@steph.andher3 — creator
@sophie.eb.x — creator
@snehasunny30_ — creator
@ruddiyeh — creator
@rachelfionag — creator
@ourcardifflife — creator
@pami01v — creator
@mum2louis01 — creator
@mollyawatling — creator
@mua_aldonafrancis — creator
@lucylou528 — creator
@lydiaeatsvegan — creator
@lloydsceatspage — creator
@lize_jade — creator
@leonaridajovaa — creator
@laurenrhiannon — creator
@kornelkoczkas — creator
@kieranlai.official — creator
@jodiestubbings — creator
@jazz.fitness_ — creator
@ispylibby — creator
@isaacffrancis — creator
@hettiefur — creator
@glossme1up — creator
@gemmalwaite — creator
@elizziemay — creator
@edible_in_edinburgh — creator
@beccanicholsonx — creator
@dream1ncolour — creator
@danny_b_miller — creator
@anabwarsame — creator
@camisophiaaaaa — creator
@caitlingolder_ — creator
@byaditimishra — creator
@burcibaci — creator
@brandonpmyers — creator
@astyleedit — creator
@alexincolour — creator
@_thisisamina — creator
@_katiemeehan — creator
@_jackfowler_ — creator
@almurph18 — creator
@_em.jade_ — creator

Results & Evidence

Metric	Value
ROAS Uplift	76% RoAS uplift
Drop in CPA	12%
Creators	98 creators
Assets	128 assets
Markets	6 markets
Channels	2 channels

Why The Cirqle's strategy worked

1
Securing usage rights at the point of content approval lets organic creator posts become paid ads within minutes, so a winning asset keeps earning after the moment a post would otherwise have ended.
2
Entering a new country through creators who already speak to local audiences gives a brand a local voice from the first post, because the trust sits with the creator's community and does not have to be built from nothing.
3
Performance testing depends on volume, because new formats and hooks can only be compared when enough creative is flowing to pause the underperformers and scale the top performers on live signals.

Zelesta European Creator Partnership Ads Program

About the campaign

Case in 60 seconds

Strategy Breakdown

Creative & Execution System

Assets & channels

Partners

Creator role

Results & Evidence

Why The Cirqle's strategy worked

Overview

Platforms

Industry

Mechanic

Channel mix

Audience

Creator role

Proof Level

Strategic pattern

Zelesta European Creator Partnership Ads Program

About the campaign

Case in 60 seconds

Strategy Breakdown

Creative & Execution System

Assets & channels

Partners

Creator role

Results & Evidence

Why The Cirqle's strategy worked

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