Creator-Powered Campaigns at Scale

Case Study: Creator-Powered Campaigns at Scale

Burger Bash – KFC

& #GorillaJaisaTough (Corning/CGG)
‍

Executive Summary

In 2021, Creators Network (CN) delivered two high-impact creator-led digital activations for brand partners routed through agency partners:

1. Burger Bash – KFC (Virtual Event): Leveraging micro influencers to build buzz, drive live viewership, and deliver community engagement at scale.
2. #GorillaJaisaTough – Gorilla Glass / CGG Smartphone Co-Promotion: A culturally resonant multi-level engagement push using creators, UGC and cricket-centric momentum to drive awareness and affinity among mass segments.

Across both activations, CN demonstrated an ability to activate creators at volume, coordinate digital deliverables, and optimize outcomes for partners — even when engagements were mediated through other agencies rather than direct clients.
‍

Project 1:

Burger Bash – KFC Virtual Event

Context & Objective

In mid-2021, KFC India aimed to celebrate and amplify love for its burgers in a crowded digital food culture — creating a virtual “bash” that could translate offline restaurant energy into live digital buzz. The objective was to:

• Generate excitement and viewership around the virtual event

• Leverage influencer trust to drive participation and live watch numbers

• Connect brand messaging with lively, shareable social content

‍

CN’s Role & Activation

Although routed through an agency partner, CN orchestrated the influencer ecosystem for this activation:

• 500+ micro influencers activated across digital platforms

• Tailored content briefings to ensure alignment with KFC’s fun, upbeat tone

• Pre-event hype content leading up to the live experience

• Real-time participation prompts to drive watch numbers

Through this large-scale creator mobilization:

• Creators amplified announcements, countdowns, and live watch links

• Social chatter seeded across Instagram, YouTube Shorts, Twitter and more

• The virtual event saw 1000+ audience members tuning in live — notable for a structured virtual format in that period.

‍

Strategic Highlights:

• Scale with relevance: Even as micro creators, each influencer’s niche audience gathered authenticity, creating cascaded reach.

• Timing & rhythm: Pre-event deliverables built anticipation, while live-day activations kept pace with real-time engagement.

‍

Outcomes & Metrics

Key achievements:

• 500+ creators activated across platforms

• 1000+ live audience touchpoints

• Multiple social mentions, shares, and organic traction across communities

While public metrics for this campaign are limited, internal tracking showed uplift in:

• Share of voice against food/restaurant chatter

• Positive sentiment spikes during the virtual event window

• Creator-driven amplification that outpaced typical food brand benchmarks

Takeaways

• Creator diversity matters: A larger pool of niche creators outperformed a handful of macro voices in engagement density.

• Live digital experiences benefit from staged momentum: Sequential content – pre, live, post – significantly impacted participation.

Project 2:

#GorillaJaisaTough – Gorilla Glass Co-Promotion

Context & Objective

Corning Gorilla Glass (CGG) partnered with a smartphone OEM to launch a durable, value-segment device in India — targeting the emergent “next half billion” mobile buyers transitioning from feature phones to smartphones.

The central objective:

• Embed functional durability into consumer preference via cultural resonance

• Drive brand sentiment and awareness through a participatory campaign

Strategic Concept & Hook

The CN-connected activation concept, built around #GorillaJaisaTough, used the idea of “tough like a gorilla” as an anthimeria-based cultural hook — turning the phrase into a verb, a behavior and a creative prompt.

Execution pillars:

• Cricket-driven narrative: Tapped Indian cricket stars (Rishabh Pant, Shubman Gill, Washington Sundar) to seed moments of toughness.  

• UGC encouragement: Invitations for users and creators to showcase “tough moments” using the hashtag.

• Multi-touch delivery: Influencers, fans, and social audiences interacted with theme content and challenges.

CN’s Role & Execution

Though the activation was routed through an agency partner, CN supported ecosystem management:

• Curated creator roles and content briefs tied to campaign moments

• Sequenced content deliverables to blend influencer posts with UGC drives

• Optimized engagement tactics such as polls, participative calls-to-action and response pushes

Outcomes & Impact

Based on campaign data publicly highlighted from award archives and internal accounts:

• 4.4+ million views on campaign content

• 14.9+ million impressions across channels

• 6.3+ million engagements

• 2400+ UGC entries driven by creator and fan participation

• 7-point increase in brand awareness during the activation period  

These results showcase how a creator-led ecosystem, when aligned with cultural cues and celebrity tie-ins, can help a brand break through in a competitive category.

Strategic Strengths

• Narrative alignment: “Toughness” tied literally to product benefit and culturally to sport.

• Participative mechanics: UGC and creator prompts turned passive consumption into active engagement.

Skills Demonstrated Across Both Activations
‍

1. High-Volume Creator Mobilization

Activating hundreds to thousands of micro creators shows CN’s ability to scale creator networks reliably, coordinate briefs, deliverables, and ensure consistency at volume.

2. Multi-Platform Engagement

Across Instagram, YouTube, Twitter and other platforms — CN strategized platform-appropriate content hooks to maximize organic and algorithmic reach.

3. Partner Agency Collaboration

Both campaigns were routed through agency intermediaries rather than direct clients — yet CN maintained execution quality and deliverability, showcasing adaptability and partnership fluency.

4. Data-Driven Iteration

Monitoring real-time engagement, creator performance and community participation guided activation tweaks — optimizing content timing and concept pacing.

5. Narrative Crafting at Scale

Turning campaign concepts (burger celebration / toughness metaphor) into digestible creator prompts helped anchor deliverables, driving clarity for creators and audiences alike.

Learnings & Best Practices
‍

Plan for creator diversity

Large activations benefit more from a mix of micro influencers with niche audiences than from overreliance on a few big names.

Craft themes with cultural resonance

Concepts that tie to local passions — like cricket or food experiences — create more fertile ground for organic spread.

Structure phases for momentum

Pre-event hype, main event activation and post-event follow-ups help sustain conversation and maximize total engagement.

Conclusion

Together, Burger Bash – KFC and #GorillaJaisaTough showcase Creators Network’s ability to manage creators and deliverables at scale, craft culturally rooted narratives, and drive measurable outcomes. These activations exemplify CN’s strengths in volume execution, creative strategy, and partner collaboration — even when operating as a strategic execution partner behind the scenes.

‍