ORANGE ESSENTIALS
Building product momentum and social proof for Orange Essentialsin a market dominated by a household name.
Win credibility on Marshall's home turf.
Establish social proof in a market dominated by a household name. Before paid, before scale, the brand needed voices the audience already trusted.
30 creators across two carefully chosen niches.
Interior designers to position the speaker as a beautiful object in the home.
Up-and-coming musicians to speak to it from inside music culture.
Both given full creative freedom, because that's what makes the content feel real, not paid-for.
Gifting was only one lever.
The best performing creator content was reposted on owned channels and fed straight into paid social. One gifting campaign became three sources of content: organic, earned and paid working together.
