Case Study — Rare Rabbit

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

  1. 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.

  2. 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.

  3. 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.

  4. 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.
View the live campaign report

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.