GÜ Influencer Case Study
The Brief
The Brief
GU partnered with We Are SNS to develop and deliver a creator-led Instagram campaign that could authentically own the cosy New Year’s Eve moment. The brief was to position GU as the go-to treat for an indulgent, luxurious night in, using social-first storytelling and trusted creator voices to cut through a busy festive landscape.
The influencer campaign needed to feel premium and celebratory, while showcasing GU’s range of flavours in a way that reflected how audiences genuinely spend the festive in-between period. A key objective was to drive awareness and engagement at scale, while ensuring all activity felt native to Instagram and aligned with GU’s brand world.
We Are SNS were responsible for the end-to-end planning, management and delivery of this influencer-led campaign, from creator strategy and selection through to briefing, content approval and performance reporting.
To understand why brands are pushing for more influencer marketing campaigns, read our blog called ‘Do influencers matter in the AI world?’.
What We Did
Influencer
The Approach
We activated 10 creators across Instagram, using a considered mix of micro and mid-tier lifestyle talent to balance credibility, reach and strong engagement.
The influencer marketing campaign ran between Christmas and New Year, tapping into a culturally relevant moment when audiences are slowing down, socialising at home and seeking small moments of indulgence.
Influencers were instructed to produce one static post and one Instagram Story each. Content focused on bringing the cosy night into life through warm, luxurious visuals, naturally integrating GÜ as part of a New Year’s Eve treat moment. Creators also showcased a variety of GÜ flavours in a way that felt celebratory and native to the platform.
The influencer campaign hashtag, #NightInWithGÜ, was used across all creator content to unify the narrative and reinforce the campaign message.
The Results
The influencer campaign delivered strong performance during a competitive festive period, successfully positioning GU as a premium at home treat for New Year’s Eve. Through strategic creator selection and clear creative direction, We Are SNS ensured content felt authentic, aspirational and highly relevant to the moment, aligning GU with indulgence, comfort and togetherness at a key cultural touchpoint.
The activity generated a total of 23,910 impressions and achieved an average engagement rate of 3.2%, demonstrating strong audience resonance during a key cultural moment.
For more insights into the success of our influencer marketing campaigns in the food and drink space, check out how we incorporated micro and mid-tier influencer creators in our TikTok marketing campaign for Cake Box.
If you’re looking to position your brand at key cultural moments and drive meaningful engagement through influencer marketing, let’s talk about who we could help you reach and how we can make it happen.
