MESSY VACAY/BOHO DAY + SUMMER NIGHTS
Weekday: Building a Multi-Market Creator Engine for Cultural Relevance
Weekday partnered with The Shelf to re-establish its cultural footprint in the UK and German markets through a multi-phase creator program engineered for awareness, traffic, and incremental conversions. Each pulse— from Brand Campaign 1 to Messy Vacay, Boho Day, and Summer Nights—used interest-graph casting and platform-native creative to meet audiences where they already were.
By combining street-style creators, narrative voiceovers, and scroll-stopping video formats with a real-time optimization flywheel, the program strengthened Weekday’s community, increased brand visibility across TikTok and Instagram, and delivered measurable lift across every funnel stage.
- Brand: Weekday — fashion retailer targeting UK + DE markets.
- Focus: Awareness, Traffic & Conversion across multiple seasonal pulses.
- Platforms: Instagram, TikTok, Meta Ads, TikTok Ads.
- Content: Street style, narrative VOs, quick transitions, carousels, collab posts.
- Results: 90M+ impressions, 47 creators, 145 posts, 5.9K purchases, ROAS up to €10.23.
Campaign Overview
Client: Weekday
Industry: Fashion (Apparel / Retail)
Campaign Focus: Awareness, Traffic, Conversion
Platforms: TikTok, Instagram, Meta Ads, TikTok Ads (Awareness, Consideration, Conversion campaigns)
Content Type: Creator-led styling content, street-style looks, narrative voiceover videos, carousel content, quick-cut transitions, collab posts, UGC-style video assets
Weekday partnered with The Shelf to rebuild cultural relevance in the UK and German markets following the brand’s refreshed strategic direction. The goal was to activate a multi-phase creator program that blended top-funnel awareness with mid-funnel engagement and lower-funnel performance, all anchored in interest-graph casting and real-time creative optimization. Seasonal pulses like Summer Nights and Messy Vacay were used to align content with key shopping moments and cultural behaviors in both markets.
Ultimately, the campaign was engineered to establish Weekday as a culturally resonant, creator-native fashion brand while driving measurable growth across awareness, traffic, and incremental purchases.
Creative Concept
The creative concept centered on positioning Weekday as a culturally native fashion brand—one that lives inside the aesthetic codes, micro-identities, and interest-based communities shaping youth culture in the UK and Germany. Instead of pushing product-first messaging, the campaign leaned into creator-driven storytelling, street-style expression, and visually dynamic content formats that mirror how Gen Z naturally shares and consumes fashion inspiration. This approach aligned with Weekday’s strategic emphasis on authenticity, individuality, and progressive styling.
Creators were selected for their ability to translate Weekday’s mood—experimental, gender-fluid, minimalist, edgy—into real-world fits and narratives. Content leaned heavily on quick transitions, movement, texture, and on-the-street styling moments designed to feel spontaneous yet aspirational. Voiceover-heavy videos and narrative-led pieces added dimension, offering “here’s how I style it” intimacy while driving longer watch times and stronger retention across paid.
Across all pulses, the creative direction aimed to convey a consistent mood: Weekday as a brand that fits seamlessly into everyday self-expression while tapping into the visual rhythm of TikTok fashion culture. The result was content that didn’t just showcase clothing—it moved with the same energy, pace, and visual language as the audiences Weekday wanted to engage.
Goals & Target Audience
Weekday partnered with The Shelf to increase visibility across the UK and German markets by generating large-scale awareness, driving stronger traffic into product pages, and creating incremental lift in add-to-carts and purchases. Each seasonal pulse—Brand Campaign 1, Messy Vacay, Boho Day, and Summer Nights—was designed to build momentum at the top of the funnel and turn it into measurable engagement and lower-funnel performance. The campaign’s goals balanced both cultural impact and commercial lift, ensuring Weekday showed up more consistently and more meaningfully in Gen Z fashion feeds.
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Grow brand awareness across TikTok and Instagram
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Increase traffic to Weekday PDPs and collection pages
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Drive incremental ATCs and purchases, even during awareness-led flights
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Establish a repeatable, data-backed flywheel for ongoing optimization
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Strengthen Weekday’s cultural presence in UK + DE through seasonally relevant content
Target Audience
The campaign targeted Gen Z and young millennial audiences in the UK and Germany—consumers who turn to TikTok and Instagram as visual discovery engines for styling ideas, new fits, and creator-led fashion cues. These shoppers value authenticity, personal expression, and culturally relevant styling inspiration. They scroll for quick transitions, outfit ideas, narrative voiceovers, and aesthetic POV content that feels native to how they explore fashion online.
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Demographics: Gen Z + young millennials, UK + Germany
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Psychographics: Style seekers, trend adopters, self-expression-driven consumers
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Behaviors: Use TikTok/IG for outfit inspiration; influenced by creator POVs
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Communities: Streetwear, minimalist fashion, gender-fluid styling, European urban fashion culture
Strategy & Creator Activation
Weekday’s creator strategy focused on activating a diverse mix of street-style, lifestyle, and narrative-driven creators whose content naturally aligned with the brand’s aesthetic and interest-graph communities. Creators were chosen for their ability to produce platform-native content that resonates with Gen Z consumption habits—styling walkthroughs, quick transitions, POV street-style clips, and voiceover storytelling. TikTok and Instagram were prioritized for their cultural reach, with content engineered to support awareness, retention, and paid amplification across seasonal pulses.
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Interest-graph casting across UK + DE micro-communities
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Priority platforms: TikTok + Instagram
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High-performing formats: transitions, VOs, street-style walk-throughs, carousels
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Flywheel-based optimization (hook tests, VO tests, creator vertical tests)
Creator Activation
Creators were briefed to style Weekday pieces through authentic, movement-driven content that showcased personality, fit, and the brand’s signature aesthetic. Deliverables included Reels, TikTok videos, carousels, in-feed posts, and collab posts, with seasonal themes shaping tone and wardrobe—summer styling for Messy Vacay/Boho Day, nighttime city looks for Summer Nights, and localized German-language VOs that consistently delivered higher ROAS. Each piece of content was designed for both organic impact and paid scalability, feeding directly into Weekday’s real-time optimization loop.
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Deliverables: Reels, TikTok videos, carousels, collab posts
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Themes: Summer styling, boho looks, nighttime fits, seasonal UGC
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Localized content: German voiceovers for DE performance
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Optimization inputs: hooks, transitions, VO styles, creator verticals
Post Types
TikTok
Videos
Carousels
Stories
Reels
Allowlisting
UGC/IGC
Performance Results & Key Metrics
The Weekday creator program was designed to reignite cultural relevance across the UK and German markets by anchoring the brand inside the style cues, micro-communities, and discovery behaviors that drive Gen Z fashion consumption. From the start, the goal was to turn creator-led content into a repeatable performance engine—one that could scale awareness, strengthen brand affinity, and generate reliable downstream lift, even during awareness-led flights. And that’s exactly what happened: each pulse of the campaign outperformed expectations, revealing clear creative signals and a pathway to compounding momentum.
In the opening wave, Brand Campaign 1 reset the baseline for Weekday’s digital presence. Humor-forward VOs, street-style fits, and quick-cut styling edits delivered 43M impressions and 403K engagements, crushing planned KPIs by triple-digit margins and proving that interest-graph casting could reliably unlock both cultural traction and platform efficiency. Scroll-stopping creators like @badcatclub, whose campaign posts exceeded 6.9% ER, helped establish the creative language that would define the rest of the program.
By mid-summer, the ecosystem had matured into a highly responsive flywheel. Messy Vacay and Boho Day layered in high-energy seasonal styling and lifestyle storytelling, driving 31.7M impressions, 47K add-to-carts, and 2.6K purchases, even though the pulses weren’t built for conversion optimization. TikTok and Meta rewarded the authenticity of the content with watch times that doubled internal benchmarks—proof that narrative-led formats could hold attention long enough to influence mid-funnel behavior.
Summer Nights marked the moment everything clicked. Localized German voiceovers—originally a creative experiment—became a breakout tactic, with creators like @gretaluxx delivering ROAS peaks of €10.23 and outperforming the campaign average several times over. Strong hooks and street-style motion carried retention across markets, while the optimization loop surfaced clear insights on which creators, transitions, and intro frames consistently outperformed. By August 2025, the program had activated 47 creators, generated 90M total impressions, and driven thousands of purchases across all flights—establishing Weekday’s creator engine as one of the strongest cultural and commercial drivers in its category.
📊 Performance Overview
🌍 Awareness & Reach
- 90M+ total impressions across all Q1–Q3 pulses.
- 43M impressions from Brand Campaign 1 alone.
- 31.7M impressions from Messy Vacay + Boho Day; 15.4M impressions from Summer Nights.
- 47 creators activated across 145 total posts.
💬 Engagement
- 403K engagements and a 3.96% organic ER during Brand Campaign 1.
- Messy Vacay/Boho Day: 969K impressions, 46,667 engagements, 3.71% IG in-feed ER, and 14.09% TikTok ER.
- Summer Nights: 7,931 engagements with a 2.46% IG ER and 6.25% TikTok ER.
- Top creator highlight: @badcatclub_ with a 6.99% average engagement rate on campaign content.
🎬 Video Performance
- Average TikTok view time of 3.13s vs. H&M’s 1.76s benchmark.
- Meta placements delivered ~9s average view time vs. a 1s benchmark.
- Voiceover-led creators like @sarahfoxx drove 2–3x longer watch times on TikTok and Meta compared to internal baselines.
🚦 Traffic & CTR
- 0.36% CTR on 14.3M awareness impressions (vs. a 0.29% benchmark).
- Consideration campaigns: 0.51% CTR in the UK on 9.9M impressions; 1.24% CTR in Germany on 1.4M impressions.
- Top CTR performers included creators like @audejulie and @jordzbai across UK and DE.
🛒 Conversions & ROAS
- Brand Campaign 1 delivered 4,826 add-to-carts and 401 purchases during an awareness-led flight.
- Messy Vacay/Boho Day added 47K add-to-carts and 2.6K purchases; Summer Nights drove 11.5K add-to-carts and 1K purchases.
- Summer Nights paid conversion campaigns: 8,523 ATCs and 896 purchases with DE ROAS at €4.30 and GB ROAS at €3.18.
- Across Q1–Q3, the program drove 5.9K+ total purchases, with peak ROAS of €10.23 from a German VO creator.
📱 Platform & Creative Insights
- German-language voiceovers became a proven ROAS driver, outperforming campaign averages and informing future creator sourcing.
- Collab posts consistently ranked among the top performers by impressions, amplifying reach across Weekday’s owned channels.
- Quick transitions, street-style motion, and narrative VOs were the strongest formats for hook rate, hold rate, and overall retention.
Top Performing Creators
Alexandra Tischenko @wolfishglow
@wolfishglow became a standout performer in the Messy Vacay/Boho Day pulse, delivering the campaign’s strongest carousel performance with a moody, boho-inspired styling set that perfectly matched the seasonal brief. Their content generated 157K impressions and 2,675 engagements, validating Instagram carousels as a high-engagement format for fashion-forward storytelling. The creator’s ability to bring texture, movement, and aesthetic cohesion to a multi-frame post made their work a key driver of mid-funnel momentum and a blueprint for future Weekday editorial-style activations.
Robyn Topps @badcatclub_
@badcatclub_ emerged as one of the most influential creators in the Weekday program, setting the tone for the entire campaign’s aesthetic and performance trajectory. Their street-style content paired crisp visuals with a distinctly European fashion sensibility, producing 70K impressions, 4.4K engagements, and a 6.99% engagement rate—the highest of any creator in the early pulse. Their posts didn’t just perform well; they proved that high-aesthetic, editorial-leaning styling could stop the scroll and drive meaningful organic reach in both the UK and German markets, shaping the creative direction and informing casting choices across every subsequent wave of the program.
Julie @jugaow_
@jugaow_ was a breakout creator in the Summer Nights pulse, delivering the highest-performing carousel of the entire wave with an 11.26% engagement rate. Their aesthetic—clean lines, sharp styling, and a nighttime city backdrop—aligned perfectly with the mood of the campaign, turning a simple carousel into a high-impact engagement driver. The post not only outperformed platform and campaign benchmarks but also reinforced that well-curated, multi-frame storytelling remains a powerful format for pulling users deeper into Weekday’s world.
The Campaign Wrap-Up
The Weekday creator program proved that culturally aligned, platform-native content can deliver both massive awareness and meaningful commercial lift—at scale and across markets. Across Q1–Q3, the always-on creator engine generated more than 90M impressions, surfaced clear creative signals, and consistently outperformed platform and internal benchmarks. Breakout creators, localized voiceovers, and Weekday’s interest-graph casting model unlocked stronger retention, higher ROAS, and thousands of incremental add-to-carts and purchases—even during awareness-led flights. By the end of summer, Weekday had a repeatable, data-backed system for creator-led growth and a clear blueprint for its next phase of cultural and performance momentum.
🧠 Key Takeaways
- Interest-graph casting works: Leaning into street-style, minimalist, and gender-fluid micro-communities drove stronger retention, higher ERs, and more efficient paid performance.
- Voiceovers were a breakout lever: Narrative-led and German-language VOs delivered 2–3× longer watch times and unlocked the campaign’s highest ROAS.
- Seasonal pulses compound: Each wave—Brand Campaign 1, Messy Vacay, Boho Day, Summer Nights—fed insights back into the flywheel, improving hook rates, hold rates, and content scalability.
- Awareness content can convert: Even without conversion optimization, creators generated tens of thousands of add-to-carts and thousands of purchases across markets.
- Collab posts amplify reach: Collaboration posts consistently ranked among the strongest drivers of organic impressions and platform visibility.
Bold ideas. Cultural relevance. Data-first strategies.
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