Carman’s Back-to-School campaign wasn’t just a product promotion — it became a moment. Using a combination of social, influencer and digital advertising strategies, the brand recorded its best sales promotion ever, driven by a clear, insight-led content strategy that focused on relevance, reach, and real connection.
Reaching more than 7.1 million people across TikTok, Instagram and Facebook, the campaign met families where they were — in lunchbox prep mode and open to new ideas. Through a mix of short-form video, authentic voices, and relatable storytelling, the campaign earned attention that translated into action.
A total of 72 content pieces were created by 36 influencers, generating 2.9 million in potential reach from influencer content alone. Key partnerships, including organic content from Sam Wood (263K followers @samjameswood), helped anchor the campaign in familiarity and trust.
Each platform played a distinct role. Facebook delivered scale, with 1.38 million video views and a 405% increase in profile visits. Instagram saw a 289% lift in reach, while TikTok stood out as the strongest for engagement and deeper viewing behaviour — a sign the campaign connected with a new generation of consumers. One standout TikTok post reached more than 334,000 users and saw 13,420 interactions.
Strategically, the campaign placed emphasis on boosting organic content that was already performing — a move that paid off. Paid media ran at double the efficiency of previous Carman’s benchmarks, with CPMs dropping from $3.02 to $1.50.
Beyond numbers, the campaign drove what matters most: product moving off shelves, stronger brand engagement, and momentum that extended well beyond the campaign window. A national media moment in Kidspot and a consistent stream of relatable, low-fi video content worked to spark real conversations in households — no shortcuts, just thoughtful execution.
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