Moonpig: A Serious 2.6 Million Views… From One Not-So-Serious Creator

As one of TRIBE’s longest-standing partners, Moonpig are the experts in consistently amplifying their creator community to drive engagement and relevance around key calendar moments. From Valentine’s Day to Christmas, their always-on creator 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 a nomination for 'Best brand to work with' at the bCreator Awards. 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.

The Results: 

All seven creators performed well, with eight posts collectively achieving 2.85 million views, over 187k engagements and a whopping £201k (USD$270k) in earned-media value. 

With many notable mentions from the campaign, let’s unpack the top highlight.

@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.

The video was published on their Instagram and TikTok accounts, racking up 2.6 million views (and counting), over 100,000 engagements, including over 10,000 shares; the undeniable driver of increasing reach, engagement and action on social media.

Why did this content go viral?

There's a few reasons. First, let's watch the content ⬇️

1. It’s entertaining and on-brand 
The content nails Moonpig's playful personality and taps into the humour audiences love from Bec + Same. The golden rule of Creator Marketing? Empower creators to do what they do best… be creative. They know their audience and what performs.

2. It’s funny and effective
Not much can keep your attention for 90 seconds on social. Sam’s hilarious song (and his father-in-law’s surprising willingness to participate) keeps you hooked. Humour works. Funny ads are 11% more distinctive AND 90% of us are more likely to remember them. @bamcomedyuk is doing so much more than shooting a funny video; they’re connecting audiences with Moonpig in a unique way, which will be remembered.

3. It's built on a long-term partnership
Bec + Sam have teamed up with Moonpig for multiple campaigns. That consistency boosts brand recall, trust and connection because audiences can feel how much Bec + Sam really love Moonpig. So much so, they nominated them for ‘Creator’s Choice: Best Brand to Work With’ at the 2025 bCreator awards, aka ‘the Oscars for creators’ in the UK. 

If you love Moonpig too (who doesn't?), click here to cast your vote and celebrate their incredible work.