Case Study — Rare Rabbit
116.5M views across 26 pieces of content
A category-driven creator campaign for the Spring/Summer 2026 launch, delivering reach and repurposable content at scale.
Instagram
Overview
D2C · Fashion · Menswear — awareness for the Spring/Summer 2026 collection across all four House of Rare brands, in one 2-3 week window.
The Challenge
- Four brands, one launch window. A collection this size needed more than scattered creator posts.
- 2-3 weeks end to end. Briefing, shooting and publishing with no room to re-shoot.
- Sameness kills a launch. Twenty-five creators on the same product reads as one ad repeated twenty-five times.
- Every piece had to be visually strong enough to stand alone, not just fill a content calendar.
Our Approach
The Strategy
- Creator-first and category-specific — every piece tied to one product story, never the whole catalogue.
- One dedicated collection film introduced SS'26 as a whole before the category pieces went live.
- The thesis: category ownership per creator beats volume, because distinct stories outlast identical ones.
Creator Selection
- 25 mid-tier and macro fashion creators, filtered on styling relevance and content quality over follower count.
- Mapped by personal style — elevated casual to polos, tailored voices to trousers, statement creators to check shirts.
- Fresh faces onboarded alongside proven names, judged on aesthetic and past content rather than track record alone.
Brief Framework
- One category per creator, so no two pieces competed for the same frame.
- Ad rights secured at brief stage — not renegotiated after a post performed.
- Creator freedom on format and tone within the category they owned.
Execution
- 26 deliverables published inside the launch window.
- Top performers moved into paid social as whitelisted creative once the organic window closed.
Featured content
The Results
116.5M
Views
25
Creators
125.8K
Likes
- 116.5M views across 26 deliverables from 25 creators.
- 125.8K likes and 3.7K shares, at a 1.182% average engagement rate.
- The top reel alone drew 24M views; four more cleared 8M each.
- Whitelisting the top performers extended the campaign window on paid long after launch week.
What we learned
Treating creator content as a paid media engine, not a one-time activation, is what kept this working past launch week. The views above are organic only — securing ad rights at brief stage let the top-performing pieces keep running.