.png)
4.25% Engagement Rate and 7,500+ Entries in Four Weeks
Fabulate’s performance-first creator approach helped turn a simple competition into a viral success, driving over 7,500 entries and a 4.25% engagement rate.
Cellarbrations – Spin to Win
The Business Challenge
Cellarbrations wanted to drive buzz, excitement, and talkability around its Spin to Win competition on social media.
The goal was to increase competition entries across Australia by encouraging more consumers to engage with the promotion through Meta platforms. To succeed, the content needed to feel engaging, entertaining, and native to social while driving real performance outcomes.
The Insight
Consumers engage most with social content that feels like entertainment rather than advertising. For promotional campaigns, creator-led content can bridge this gap by making branded competitions feel organic, fun, and worth participating in.
The opportunity was to use creators as trusted messengers who could capture attention in the feed and motivate action, turning scrolls into clicks and clicks into entries.
The Execution
Fabulate partnered Cellarbrations with eight micro-influencers across Facebook and Instagram. Each creator produced performance-optimised content tailored for Meta’s algorithms and designed to resonate with their audiences.
The content focused on the excitement of the Spin to Win experience, using short, dynamic formats that encouraged participation and drove traffic to the competition site.
This creator-led approach ensured the campaign reached broad audiences efficiently while maintaining authenticity and strong creative performance.
The Results
Campaign period: August to September
- 239K total views
- 325K+ impressions
- 8K+ total ad clicks
- 4.25% engagement rate, significantly higher than the 0.8% alcohol industry benchmark
- 3.44% CTR, outperforming the 1.3% branded content benchmark
- 58% increase in CPA efficiency compared to standard branded content
- 3–5x higher CTR than other ad formats
- Over 7,500 quality entries generated within four weeks
By leveraging performance-optimised creator content, the campaign delivered stronger audience retention and higher conversion rates, proving that strategic influencer partnerships can outperform traditional advertising formats.
.png)
.png)