$1.5M EMV, 4M Impressions, 1 Good Girl: Zenni’s Viral Creator Moment

Zenni are the MVP of partnering with TRIBE and our community to run a highly effective Creator Marketing strategy. As TRIBE subscribers, they’ve:
✅ Run 40+ campaigns
✅ Built an engaged community of 120+ creators
✅ Published 430+ posts across TikTok and Instagram
✅ Amplified dozens of those posts via Creator Ad boosting or licensing for their channels.

Zenni’s consistent, strategic approach reaps significant results. Organically, their collective campaigns have reached over 15 million people (and counting) and achieved a 7.87% average engagement rate.

With many highlights to choose from, let’s take a closer look at what one of our fave (and cutest) creators achieved.

The Objective

Zenni set out to drive ongoing brand relevance, engagement and sales through an always-on Creator Strategy. By running a mix of seasonal and product-specific campaigns throughout the year, their goal was to consistently show up on social with fresh, fashion-forward content crafted by a community of creators aligned to the Zenni brand.

The Solution: 

By leveraging our Brand-Fans feature, Zenni has built a powerful and genuine creator community that gets them in front of their target audience with highly engaging content. For them, community isn’t just a database of creators they can tap into, it’s an engaged group of brand fans they can trust to interpret briefs in their voice.

By handing over creative control and providing opportunities for long-term partnerships, Zenni gain more than just pics and clips; they're delivered on-trend, social-native content that resonates deeply with audiences and often surprises with its originality.

Take @aussie.sedona, for example. Notice anything different? That’s right, she isn’t human, she’s the goodest girl. Among Zenni’s community of two-legged creators, this blue-eyed Aussie Shepherd regularly steals the spotlight for Zenni, but in one campaign, she drove a viral moment.

The takeaway? Encourage creativity and stay open to unexpected ideas. When creators bring their flair, your brand earns real attention without consumers feeling like they’re being advertised to. 

The Results: 

@aussie.sedona's Instagram carousel didn’t just delight; it delivered. In a series of adorable dog selfies with Zenni sunglasses front-and-centre, she racked up over 4 million impressions and nearly 600,000 engagements, generating $1.5 million in Earned-Media Value. Not to mention reach far beyond Sedona's audience, and a massive 14.65% engagement rate. It’s proof that when creators are given the freedom to create, magic can happen.

Why it worked:

There's a few reasons. 

1. Creative freedom drives standout content. 
Creators know their audience and what cuts through on social. By being open to them telling their story about your brand, their content will naturally build trust for your brand.

2. Strong relationships lead to stronger results.
Zenni’s long-term creator partnerships foster mutual trust and deeper brand understanding, making each brief easier and faster to deliver, all with better performance and insight.

3. Always-on = always evolving.
With a steady stream of seasonal and product-led briefs, Zenni’s strategy keeps their content fresh, their creator community engaged, and their chances of landing surprise hits higher than ever.

Want to go viral for the right reasons? Get in touch with our team.