How Creator Partnership Ads Drove 11.5M Views and 4x Brand Lift Benchmarks for Castello

Fabulate partnered with Castello to deliver a 360 Christmas gifting campaign that combined creator storytelling with paid amplification at scale. The result was 11.5 million video views, brand lift metrics exceeding APAC CPG benchmarks by 4x, and measurable uplifts in ad recall and purchase intent during one of the most competitive retail periods of the year.

The Business Challenge

Christmas is a high-pressure moment for FMCG brands. Consumers are actively searching for gifting inspiration while being exposed to an overwhelming volume of promotional messaging.

Castello needed to position itself as a premium yet accessible gifting solution, aligned with the Global Stop Searching 2.0 creative platform. The campaign required more than reach. It needed to integrate seamlessly with in-store Christmas activations, cut through crowded feeds, and drive measurable shifts in brand perception and purchase consideration.

Efficiency across markets was also key, with content repurposed across Australia and New Zealand to maximise impact.

The Insight

During high-intent gifting periods, audiences are not simply looking for products. They are looking for ideas that feel thoughtful, practical, and easy to execute.

Creator-led content delivers that credibility. When gifting inspiration comes from trusted voices in a native, social-first format, it feels actionable rather than promotional. Amplifying that content through Creator Partnership Ads allows brands to scale authenticity while maintaining performance accountability.

By combining organic storytelling with paid amplification, Castello could achieve both reach and brand lift during a critical seasonal window.

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The Execution

Fabulate produced four creator assets aligned to the global creative brief, centred around the theme of gifting Castello. Content showcased the Castello cooler bag featured in the in-store Christmas activation, reinforcing a true 360 campaign from social to retail.

Creators including Sinead Finn and Clean Kweens delivered short-form videos designed to inspire last-minute yet personal gifting ideas, while maintaining a premium festive feel.

These assets were amplified through Creator Partnership Ads across Meta, enabling Castello to scale creator storytelling while retaining a native, social-first presence.

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The Results

The campaign delivered scale, engagement, and brand impact:

• 11.5 million paid video views delivered
• 2,000 shares and 2,500 saves, indicating strong gifting intent
• 152 positive comment threads with strong product sentiment

Brand lift results significantly outperformed benchmarks:

• Ad Recall: +15.2 point lift, approximately 4x the APAC and CPG benchmark
• Purchase Intent: +4.9 point lift, approximately 4x the APAC and CPG benchmark

By integrating creator content into a broader retail activation and scaling it through partnership ads, Castello achieved more than visibility. The campaign delivered measurable shifts in recall and purchase intent during a key retail moment.

The results reinforce that creator partnership ads are not just an awareness tool for FMCG brands. When executed strategically, they drive meaningful brand lift and commercial impact during high-intent seasonal periods.