Collectively's year-long partnership with Seventh Generation aimed to drive brand awareness and spark trial across various product lines, including Foaming Dish, Easy Dose, All Purpose Cleaner, Concentrated Cleaner, and Auto Dish.
In the span of a year, Collectively activated 67 creators to produce dynamic and informative content to enhance brand awareness and encourage product trials for Seventh Generation. The campaign included specific initiatives such as Back to School, March to End Fossil Fuels, and Prime Day. The content strategy emphasized personality-first creators who used quirky props, fun music, and upbeat voiceovers to highlight Seventh Generation products effectively.
Overall, the annual partnership received 4,867 comments with a 20.63% comment relevancy rate (benchmark 12%), with 86.06% of comments being positive or neutral in sentiment. Instagram Reels saw a 39.51% in-feed view rate, outperforming the benchmark by 3.3x. TikTok content had a comment relevancy rate of 29.58% (benchmark 12%), and many audience members shared their personal product use experiences. Family & Parenting creators achieved the highest view rate at 21.67%, while Food & Beverage creators accounted for 67% of impressions. The campaign demonstrated the effectiveness of leveraging personality-first creators to enhance engagement and brand perception.
