As part of Circulon's annual influencer marketing strategy, the objective for this campaign was to partner with a high-reach food creator who could authentically showcase the ScratchDefense range while driving awareness and engagement across key trading moments, including Black Friday.
We identified El Burrito Monster (Oli) as the ideal content creator for the brief and through strong relationships with the agency, we were able to negotiate a three-month partnership with Oli which included 1x IG reel and a set of IG stories, including UTM links, as well as supporting deliverables across YouTube Shorts and TikTok.
Oli was given creative freedom for his content (as we know when that’s when he works best!) and each piece of content highlighted a specific Circulon ScratchDefense product.
To capitalise on the Black Friday retail period, we equipped Oli with a bespoke 10% discount code and UTM-enabled links, creating a clear path from content discovery to purchase consideration and supporting traffic to the Circulon website.
Oli’s viral content included creating a Spanish tortilla-based patatas bravas pizza, a Yorkshire pudding budget and sourdough pizza, with bumper total metrics secured over the course of the entire partnership.
The Circulon x El Buritto Monster included:
- 15x pieces of content across IG, TikTok and YouTube Shorts
- Over 3.8m total video views
- Over 76k engagements
- Just under 1,000 link clicks - supporting Black Friday objectives
- Collaboration between Circulon and El Burrito Monster channels for all IG content
- Significant uplift in Circulon own channel views (134k vs 15k in the same period YoY)
By combining creator-led storytelling with strategically timed content the partnership with Oli increased brand visibility, drove meaningful traffic during Black Friday and demonstrated the value of long-term creator relationships over one-off influencer activations.
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