Recognized for Creative Storytelling and Performance Across Retail, Lifestyle, and Micro Influencer Campaigns
Atlanta, GA – October 29, 2025 — The Shelf Influencer Marketing Agency continues its streak of global recognition, earning two coveted nominations at The Drum Awards for campaigns that blur the line between art, analytics, and cultural storytelling.
The nominations spotlight The Shelf’s signature blend of creativity and precision—where storytelling meets science to drive cultural relevance and measurable business growth.
Weekday: Building a Creative Multi-Space Through Three-Path Creator Commerce
Category: Social – Retail & Consumer Products
Client: H&M, Weekday
When H&M united Weekday, Monki, and Cheap Monday under one roof to form The New Weekday, the challenge wasn’t just merging brands – it was transforming three distinct subcultural DNAs into a cohesive creative ecosystem.
The Shelf developed a three-path creator commerce strategy that mapped directly to the customer journey through entertainment, routine, and education. Over 45 creators across TikTok and Instagram sparked cultural conversations, drove relatability, and turned inspiration into action.
Results:
- 96.4M+ impressions
- 851K engagements
- ~6,000 purchases
- 9× longer watch times, 5× stronger hook rates, and 49% higher CTRs
The campaign proved that creator commerce can unify diverse fashion identities into a shared cultural movement, turning a brand merger into a moment of creative opportunity.
Gregory: Empowering Life in Motion Through Creator Storytelling
Gregory Mountain Products has long been a go-to for outdoor adventurers—but the challenge was connecting with audiences who live active lives beyond the trail. The Shelf’s micro-influencer program centered on creators whose audiences don’t just watch—they believe.
The campaign paired real, everyday creators with cinematic storytelling that celebrated life in motion:
- Ryan (@ryantucreative) – cinematic first-person shots with 99%+ view retention
- Sydney (@sydneysky_) – lifestyle content achieving a 7.2% CTR
- L. Renee (@urbanclimbr) – mixed-media storytelling retaining 72% of viewers to the end
- Grace (@gracedonner) – small-but-mighty creator with 4.8% YouTube engagement
Together, they redefined Gregory’s brand narrative—expanding it from “outdoor gear” to a symbol of empowerment and motion in everyday life.
Results:
- 10.3M impressions
- 30K+ engagements
A Testament to Storytelling That Performs
The Drum Awards celebrate the best companies, people, and campaigns in global marketing and media. Winners will be announced in London on November 19, 2025.
When storytelling performs, it moves culture.
About The Shelf Influencer Marketing Agency
The Shelf is a full-service creative and strategy agency known for building high-performance influencer campaigns with measurable impact. Its proprietary systems – SpliceLab™ and The Optimization Flywheel – power data-driven, interest-graph campaigns that turn creative excellence into performance at scale.
Learn more at www.theshelf.com.
Press Contact:
Name: Mandi Wiley
Email: mandi@theshelf.com