We partnered with 5 YouTube creators who were known for their routine-based content, to naturally integrate the collection within their own ‘Lazy’ routine that felt authentic to each creator and also realistic and attainable to their audience, with a focus on reclaiming Laziness. Each creator produced a semi-dedicated YouTube video, with 4 creators producing a supporting YouTube Short. The content drove footfall to the website, with over 90% of users being new and almost 30% demonstrating intent to purchase.
impressions (exceeding target by 126%)
positive brand sentiment