Marketplace storytelling at scale
Creator partnerships designed to compound across quarters, not spike for a single post.
- Client
- Commerce and lifestyle marketplace
- Industry
- Commerce
- Period
- Four quarters, always on
The problem
Sale-season posts were getting reach, then vanishing. Nothing carried into the next quarter.
A marketplace with thousands of products needed creators to tell stories about shopping, not just show hauls.
Our scope
- Always-on creator roster
- Quarterly content themes
- Monthly reporting
- Social amplification
The audience insight
People do not remember a sale. They remember the creator who keeps finding them good things.
Strategic decisions
A standing roster
The same creators returned every quarter, so audiences learned to expect them.
Recurring formats
Named series gave each post a reason to be part of something bigger.
Quarter-on-quarter learning
Each quarter's brief was rewritten from the last quarter's comments.
The brief we were given, and the creative we made. Drag to compare.
Haul videos for the sale. Show as many products as possible.
A recurring series, one find per episode, with the creator's reason for keeping it.
What we made
- Recurring creator series
- Haul-to-story formats
- Quarterly content calendars
- Monthly reports
Outcomes
2M+
Combined reach
Source: TAT Corporate Profile, official figure
Period: Four quarters
20+
Creators managed
Source: TAT Corporate Profile, official figure
Period: Four quarters
4
Quarters always on
Source: TAT Corporate Profile, official figure
Official figures. Our scope on this work: always-on creator roster, quarterly content themes, monthly reporting, social amplification.
What we learned
Consistency is a creative choice. Returning faces did more work than new ones.