Carex Reaches 1 Million+ With Their First TikTok Campaign

As one of TRIBE’s longest-standing partners, Moonpig are the expert in consistently amplifying their creator community to drive engagement and relevance around key calendar moments. From Valentine’s Day to Christmas, their always-on strategy allows them to move at the speed of trends and culture.

Their Father’s Day 2025 campaign is the perfect example of how hitting the right message and tone with the right creator leads to exceptional results. But this story doesn’t end with seismic reach and engagement. It’s an example of how building relationships with creators goes beyond the metrics, and in this case, towards an industry award nomination. Let’s dive in.

The Objective

Create brand buzz around Moonpig’s Father’s Day range, while focusing on their new AI Sticker tool and the fun, easy process of creating a personalised card. The brief called for creators to share anything from heart-warming moments to quintessential Dad joke comedy.

The Solution: 

The campaign was open to TRIBE’s community, with dozens of creators pitching their creative ideas. We matched Moonpig with seven TikTok and Instagram creators to generate story-led content that put Moonpig (and lovable dads) front and centre.

Their content focused on showcasing the process of creating a card, backed by the creators’ stories of the fathers in their lives, and the cheeky, real-life moments so many of us can relate to.

A total of eight posts were published in the lead up to Father’s Day, with creators like @lavenablack crafting an adorable video with her even more adorable daughter and @jakebhardwajtv shooting a light-hearted sketch that his audience loves him for.

But the standout came from @bamcomedyuk, whose hilarious (and musical) take on the classic father-in-law dynamic proves the power of comedy in reaching and engaging a mass audience on both TikTok and Instagram.

Watch @mayaandhunter's videos:

The Results: Great organic performance. Eye-watering paid results

First, all four Reels gained exceptional organic results largely amplified by the high volume of shares comedic content has the power to draw. By creating content worth sharing Tucker and Maya & Hunter’s Reels gained over 10 million views - 8.3x more views than their combined audience size of 1.2M. While all engagements are powerful (including the 61,230 gained here) it was the 17,000+ shares that served as the strongest algorithm driver and brought this content to the masses.

Then, VaynerMedia amplified all 4 short-form videos to power mass impressions, engagements and VTR across Meta, TikTok and YouTube. 

First, the awareness-led videos. Across all three platforms, Maya & Hunter received over 100 million impressions, and Tucker - 35 million. That’s a lot of brand awareness!

The conversion-led Sweepstakes videos were run alongside HALLS’ core branded assets and outperformed, or were on par, across engagement rate (Meta +2x, YT Shorts +2.6x, TikTok on par) and VTR (Meta +8.8x, TikTok +1.3x, YT Shorts +2.55x) metrics on all three platforms. In addition to driving over 23M additional impressions. Check out the key highlights below:

Key takeaway?

Quality content doesn’t just hook audiences, it keeps them hooked.

Short-form video is typically defined as any video under 60 seconds. Tucker’s Sweepstakes content ran for 90 seconds and achieved a 36% VTR - an incredible result for any ad creative, and 8.8x higher than HALLS' brand-generated creative average on Meta. On any platform, short videos are considered the secret ingredient to successful advertising, but Tucker’s 90s-long video also racked up 2.6x more engagements than HALLS’ short and punchy brand ad on YouTube.

In other words... audiences will watch longer videos, but only if you give them a reason to. And what better reason than a laugh? 

Ready to generate high-performance creator content for your brand?