Project Strategy
Rather than treating every creator as a vehicle for reach, the campaign used different creator strengths to serve different roles — from broad awareness and education to deeper engagement and conversion. The strategy centred on finding creators who could make GO genuinely useful to their audiences, with educational content proving particularly valuable throughout the campaign.
97,252
Views & impressions
2,623
Engagements
993
Saves & shares
Stand Out Results
- 37% of tracked engagement was high-intent.
- 97,252 views & impressions
- 993 saves and shares showed that the campaign wasn't just generating public interaction; people were keeping the content for later or passing it on to colleagues.
- 2,623 total engagements
Key Insight
Educational creator content can drive more than awareness, with useful, value-driven creators showing that deep industry credentials aren't always necessary to make B2B content resonate. High-intent engagement also matters, with saves and shares showing that content can be used privately, revisited later or shared internally. The campaign also highlighted how different creators can play different roles, making it important to judge performance against the campaign objective rather than relying on one headline engagement metric.
