An Original Penguin by Munsingwear
Campaign Overview
- Client: Original Penguin Fragrance
- Industry: Fragrance / CPG
- Campaign Focus: Awareness, Engagement, Conversions
- Platforms: TikTok, Instagram, YouTube Shorts, Pinterest, Paid Media
- Content Type: Lifestyle, Storytelling, Creator POV, Paid-Boosted UGC
Original Penguin tapped The Shelf to drive demand for its Signature Blend fragrance collection ahead of Father’s Day—traditionally one of the most competitive windows for fragrance marketing. The brand wasn’t just looking for reach. They wanted authentic, high-performing content that could flex across platforms and fuel a paid strategy designed to move the needle. And it did.
Creative Concept
The campaign was built around one insight: every scent has a story. We leaned into lifestyle storytelling to highlight the emotional connection people have with scent—whether it’s gifting for Father’s Day or the everyday ritual of finishing a look. Creators were given the freedom to explore how Original Penguin’s clean, affordable colognes fit into their lives and routines.
Content leaned TikTok-forward, with a blend of sentimental and funny hooks. Creators played with trends, sound cues, and POV storytelling—from getting ready with dad to gifting advice for clueless shoppers. The result was a blend of fresh, relatable, and conversion-ready content that still felt authentic to each creator’s aesthetic.
Goals & Target Audience
This campaign was designed to boost consideration for Original Penguin Fragrance as a go-to Father’s Day gift and everyday fragrance pick. It needed to work across organic and paid placements, drive meaningful engagement, and stand out in a crowded market dominated by designer names.
Goals
- Drive awareness ahead of Father’s Day via organic + paid content
- Create authentic content that blends style and scent effortlessly
- Build a high-performing UGC library to fuel paid placements
- Generate clicks and conversions through clear, compelling storytelling
Target Audience
Millennial and Gen Z men looking for affordable, stylish fragrance options, as well as women aged 25–45 buying gifts for partners, dads, or sons. This campaign hit lifestyle-minded consumers who rely on creators for shopping inspo and who value products that are affordable, easy to find, and look great on the ‘gram.
Strategy & Creator Activation
To bring this campaign to life, The Shelf activated 12 creators across TikTok, Instagram, YouTube Shorts, and Pinterest. The creator mix focused on lifestyle, gifting, and comedic storytellers with strong vertical video chops and relatable, high-converting personalities. TikTok and Reels were prioritized to capitalize on discovery and trend-based reach.
Influencer Activation
- 12 creators across lifestyle, comedy, grooming, gifting, and family-focused verticals
- Story-driven hooks that led with relatability and ended in product conversion
- Blend of emotional storytelling, humor, and gift-buying inspiration
Content Strategy
- POV gifting content for Father’s Day
- Skits, scent reviews, GRWM, and “get this for your dad” micro-stories
- Paid performance boosted top content through dark posts and allowlisting
Post Types
TikTok
Videos
Reels
YouTube
Shorts
Pins
Allowlisting
UGC/IGC
Performance Results & Key Metrics
This was a fragrance campaign—but it hit like a performance play. The paid team ran a full-funnel approach using top influencer assets that drove over 8.7 million impressions and consistently outperformed benchmarks. One top-performing ad drove a 2.2% CTR, nearly double the average CPG benchmark.
Organic content brought the vibes and the volume. Creator posts delivered 436K+ organic impressions and drove 12,290 engagements with a 2.81% engagement rate across platforms. TikTok was the real breakout star—@livingwithlady had a 7.98% ER on her Father’s Day gifting post, while @cash.landon delivered multiple assets with 6.8%+ ER.
Pinterest added value on the evergreen side, with creators like @gilliehouston driving 92 saves—proof that the scent and style combo resonated in search-friendly spaces. And YouTube Shorts rounded out discovery with lean-back impressions and relatable gifting content that reached thousands.
As for sentiment? 98% of comments were positive, with many viewers tagging others, adding to cart, or asking where to buy. This campaign did what great fragrance content should do: spark a memory, fuel a purchase, and leave a lasting impression.
📊 Performance Overview
📣 Paid Media Performance
- 8.7M+ impressions from allowlisted and dark post campaigns
- 2.2% CTR on top-performing paid ad (vs. 1.2% CPG benchmark)
- Multiple ads drove 1.5%–2.2% CTRs—consistent above-benchmark performance
📱 Organic Reach & Engagement
- 436K+ organic impressions across TikTok, IG, YouTube Shorts, Pinterest
- 12,290 total engagements across platforms
- 2.81% average ER—stronger than most fragrance benchmarks
🌟 Creator Highlights
- @livingwithlady (TikTok): 7.98% ER on Father’s Day gifting video
- @cash.landon: Multiple videos with 6.8%+ ER
- @gilliehouston: 92 Pinterest saves—high evergreen intent
💬 Sentiment & Social Proof
- 98% positive sentiment in comments
- Viewers tagging others, asking where to buy, and signaling purchase intent
📈 Platform Insights
- TikTok = highest ERs and trend-based performance
- Pinterest = evergreen value and gifting search intent
- Instagram = polished GRWM + aspirational vibes
- YouTube Shorts = lean-back discovery and relatability
Top Performing Creators
Ali Knutson of @ali.knutson
Ali delivered the highest organic impressions of the campaign, with her Reel reaching 324,880 views—nearly 6x her typical average. Her creative featured a Father’s Day gifting moment with her partner (and pup!) and leaned into retail placement with Macy’s. Her opening hook kept viewers watching, signaling strong creative instinct.
💡 Why it matters: Ali’s content proves the power of a relatable narrative and smart hook for upper-funnel awareness.
Dustin Patrick Smith
Dustin leaned into heartfelt storytelling with his Father’s Day Date Night concept, spotlighting the cologne as a thoughtful gift for fellow dads. He drove the most saves on an IG Reel (50)—a key signal of value and intent—and landed the second-highest Instagram Story impressions (13,772) across the campaign.
💡 Why it matters: Dustin’s consistently authentic tone makes his content stick. His approach drives both sentiment and off-platform action.
Josh Dixon
Josh owned the top-performing Instagram Story, with a 6.56% ER and 1,272 link clicks—a killer metric for conversions from Stories. His beach-themed “Be a Good Sport” concept nailed the summer vibe. He also drove 2.7M paid impressions and 243K engagements, cementing him as a consistent and versatile performer.
💡 Why it matters: Josh’s authenticity + performance chops make him a high-ROI creator across both awareness and action.
The Campaign Wrap-Up
This campaign helped Perry Ellis reclaim its fashion footprint and reassert its voice among a younger, style-driven audience. With over 1.4 million impressions and a 40K+ engagement haul, the brand didn’t just show up—it made a statement. Reels and TikToks positioned Perry Ellis as sleek, wearable, and culture-aware. Pinterest gave it staying power. Paid ads extended that reach even further. In every format, creators delivered, and the brand walked away with a toolkit of high-performing content that works across channels and touchpoints.
🧠 Key Takeaways
- Top-performing creator content fuels funnel results: One 2.2% CTR ad drove paid media performance past CPG norms.
- ERs signal relevance: 7.98% on TikTok proved creator-content fit and emotional hooks hit.
- Story-first, platform-native creative works: Micro-storytelling and POVs outperformed traditional “ad speak.”
- UGC wasn’t just content—it was a conversion engine: Repurposed assets carried the campaign through paid and organic touchpoints.
Bold ideas. Cultural relevance. Data-first strategies.
At The Shelf, we create the blueprint that drives results for brands and inspires the industry. Ready to see what we can do for your brand?Let’s talk.
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