Creator-Led
Campaign Model
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Developed and pitched the Creator Camp concept
Secured leadership buy-in
Led creative direction from concept to execution
Directed content, and creator guardrails
Shaped campaign identity across channels
Built a scalable creator-led model
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Creator Camp reimagined K&G’s seasonal campaign model through a one-week, creator-led production that delivered social-first content, measurable revenue, and major production savings.
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Channels: Organic Social | Paid Social | Email | Web OLV | TV | In-Store
Impact: 72% cost reduction
$400K+ saved
$1M+ tracked revenue
The Approach
We hosted a one-week Creator Camp, replacing traditional talent with fashion-focused creators to bring more authentic voices into the campaign. Each creator was fitted, styled, and directed within clear brand guardrails, allowing them to produce content that felt personal while staying aligned with K&G’s vision.
The model generated a wide range of social-first assets, behind-the-scenes moments, and creator-produced posts at a fraction of the cost of a traditional campaign shoot.
The Outcome
Original creator content optimized for social platforms
A flexible asset library for in-store, social, broadcast, and digital
Stronger brand advocacy through authentic creator partnerships
72% production cost reduction, saving more than $400K
More than $1M in tracked creator-attributed revenue
Creator-Led Asset Library | 2024–2025
Campaign Extensions
Creator Camp imagery scaled across K&G’s full marketing ecosystem, extending from social-first storytelling into awareness, retail, and shoppable digital touchpoints. The asset library supported OLV, TV, paid and organic social, email, web, and in-store, giving the campaign reach and consistency across every major customer channel.
Digital assets
website
Graphic design: Elliot Morado
engagement
Behind-the-scenes TikTok content brought audiences inside Creator Camp, highlighting the creators, styling, and social-first energy behind the campaign.
A curated mix of creator posts, branded social assets, reels, and engagement moments showing how Creator Camp extended across paid, organic, and creator-owned channels.