The Brand
A family-run Christmas tree farm in North Carolina has been shipping wreaths, garlands, and greenery to homes across the U.S. for years. But in a crowded holiday market dominated by nationally recognized brands, mass retailers, and artificial tree sellers, they needed more than loyal repeat buyers to hit their next level of growth. They needed a way to get in front of shoppers who’d never heard their name before.
The Goals
For the 2024 holiday season, the team wasn’t just chasing clicks. They had clear growth benchmarks in mind.
- Increase e-commerce sales by 20%
- Increase conversion rates by 5%
- Increase greenery product sales (especially wreaths and garlands)
- Build a library of influencer content that could work across multiple channels including:
- Paid
- Organic social
- Website
- The next year’s campaign
The Challenge
The farm had a strong product and a loyal customer base, but growth had plateaued. The majority of their sales came from past customers or word-of-mouth referrals. Their organic content couldn’t keep up with the season’s pace, and their paid ads lacked the authentic creative needed to drive discovery and trust at scale.
Enter: influencers.
This wasn’t about hype; it was about substance. The goal was to partner with creators who felt like an authentic extension of the brand and could fuel everything from awareness to conversion.
The Strategy
Influencers as a Seasonal Growth Engine
We designed a full-funnel influencer strategy to serve both brand-building and performance goals.
28 micro-influencers and 1 mid-tier creator made up the foundation. Each group had a purpose.
- Micro-Influencers received product early — well before the season’s sales peak. That gave them time to experience the product naturally and share content when it made sense for the audience. The result? A steady stream of warm, real, varied content through the entire buying cycle.
- The Mid-tier creator had a following of millennial women, a sweet spot for the brand. He was a natural fit; North Carolina-based, family-centered, and known for highlighting local gems. We invited him to the farm for a behind-the-scenes look and gave him full creative freedom. He delivered three heartfelt videos across the season, each one building trust and boosting visibility.
A Content Library Built to Work Hard
Together, these creators generated 39 unique video assets: authentic, on-brand, and high-converting. The content didn’t just live on Instagram or TikTok, it powered:
- Paid social ads
- Website product pages
- YouTube and social feeds
- Email campaigns
- Organic social content
- Creative for next year’s promotions
Execution Highlights
Turning Impressions into Action
The influencer campaign drove 200,000 impressions and generated an estimated $7,500 in earned media value. But the bigger story was in performance.
Traffic surged. Social channels that had once struggled lit up with engagement and conversions.
Influencer content drew in new customers, while paid ads and email marketing did the heavy lifting to nurture and convert.
Website and Email that Matched the Moment
To support the influx of traffic, we tightened up the on-site experience by:
- Improving product page clarity and speed
- Streamlining navigation to reduce friction
- Redesigning email flows with better segmentation and stronger creative
Paired with creator content, email engagement soared and so did email-driven sales.
Paid Ads that Carried Influence Further
We used influencer videos as creative for Meta ads, turning high-trust user-generated content (UGC) into high-performance ads. Prospecting campaigns brought in new audiences. Retargeting picked up where influencer content left off.
This synergy between influencer storytelling and performance marketing was the real game-changer.
The Results
Every goal exceeded.
- +37% total seasonal sales
- +63% lift in conversion rate
- +64% increase in wreath sales
- +30% increase in garland sales
- +130% organic sales growth
- +5,000% increase in sales from social
- +439% increase in sessions from social
- 39 owned creator videos to fuel the next year’s campaigns
What it Means
The collaboration gave the farm more than a standout year. It gave them a repeatable framework rooted in authentic storytelling, strategic timing, and cross-channel alignment.
The micro-influencers delivered consistency. The mid-tier creator brought reach and relatability. Together, they turned holiday shoppers into customers.
