Creators worked with
Collaborations
Reach
Views
Revenue generated
Case study
(01)
The Oodie.
The Oodie · Calming Blankets · Pupnaps
Creator code usage
$10M
attributed revenue
$1M+
Revenue in one month
x14
Blended margin
15K+
Collaborations
1B
Reach
Creator code performance
| Used | Total sales |
|---|---|
| 167 | A$13,761.94 |
| 133 | A$10,282.96 |
| 79 | A$6,625.99 |
| 30 | A$2,416.99 |
Sales by discount report
| Code usage | Total amount |
|---|---|
| 161 | $13,134.97 |
| 30 | $2,416.99 |
| 75 | $6,076.00 |
| 44 | $3,394.93 |
- Challenge
- Run always-on influencer programmes across The Oodie, Calming Blankets and Pupnaps at very high collaboration volume.
- Strategy
- Scaled creator sourcing and partnership systems across Instagram, TikTok, YouTube and Twitch, with commercial performance tracked throughout.
- My role
- Programme strategy, creator partnerships, negotiation, workflow and systems, campaign management and reporting.
Campaign performance
Post views
2.2M
↑ +2M (+1195.4%)
Profile views
5,710
↑ +4,968 (+669.5%)
Likes
6,682
↑ +4,983 (+293.3%)
Comments
139
↑ +49 (+54.4%)
Shares
4,682
↑ +4,529 (+2960.1%)
Case study
(02)
Tropeaka.
Always-on creator programme
Collaborations to date
3000+
creator collaborations
25M
Reach
28M
Views
6.58×
ROI on re-collabs
- Challenge
- When I began working with Tropeaka in 2022, the brand had taken a hiatus from using influencers for a few years and needed support to restart the programme and move it forward. During the 2015–2017 influencer era, Tropeaka had been a dominant force, collaborating with key figures including Sarah’s Day, Shani Grimmond and Elsa’s Wholesome Life. After a few years, however, the team had grown wary of paying hefty fees to macro influencers with little return.
- Strategy
- I used the brand’s existing knowledge and collaborated with hundreds of micro-influencers, delivering a strong return for Tropeaka. Together, we transformed the brand’s image from simply selling health supplements to becoming Australia’s leading vegan and gut-friendly protein. Since then, I have played a key role in launching products both within and beyond the protein market, including a highly successful product release with @sophadophaa_.
- My role
- Campaign strategy, creator selection, outreach and negotiation, briefing, campaign management, product launches and reporting.
Case study
(03)
Tabasco.
November to March
- TikTok
Creators activated
65
influencers
4.5M
Reach
5M
Views
5.5M
Engagements
- Challenge
- Shift the consumer narrative away from 'spicy' and toward 'tangy' in a category with fixed perceptions.
- Strategy
- Recipe-led creator content across Instagram and TikTok, built around everyday use cases and repurposed by the brand as paid social.
- My role
- Creator selection criteria, sourcing, briefing, creative direction, campaign management and reporting.
Case study
(04)
My Muscle Chef.
February to November
- TikTok
- YouTube
Micros at scale
500
influencers
2000+
Media posted
10.6M
Reach
5.68M
Impressions
150K+
Engagements
Creator niches
- Health & wellness
- Working professionals
- Fitness
- Mums
- Teachers
- Challenge
- Hold category leadership in an oversaturated ready-made meals market without relying on high-cost macro partnerships.
- Strategy
- A micros-at-scale approach segmented across fitness, wellness, working professionals, parents and teachers.
- My role
- Programme structure, segmentation, sourcing at volume, briefing, deliverable management and reporting.
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