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Greenvelope: Turning Digital Invitations into a Multi-Moment Creator Engine
Greenvelope makes it easy for people to send beautiful, eco-friendly digital invitations for the moments that matter most—weddings, baby showers, birthdays, and every “we should really celebrate this” in between. The brand partnered with The Shelf to prove that digital invites could feel just as special as paper (without the printing, postage, or guilt) and to show up natively in the feeds of couples, parents, and planners already in celebration mode.
What began as a 2020 wedding pilot evolved into a multi-year program spanning weddings, babies, moves, and milestone moments. Across two major campaigns, The Shelf activated a diverse creator roster across the US, UK, Australia, and New Zealand, layered in full-funnel allowlisting, and turned high-performing posts into paid workhorses. The result: millions of impressions, tens of thousands of clicks, and a scalable content engine that keeps Greenvelope top-of-mind whenever someone is planning their next big event.
- Brand: Greenvelope — eco-friendly digital invitations and cards for weddings, babies, birthdays, and life events.
- Agency Partner: The Shelf — influencer strategy, creator sourcing, creative direction, paid amplification, and reporting.
- Audience: Engaged couples, new and expecting parents, party hosts, and planners aged roughly 24–50 in the US, UK, Australia, and New Zealand.
- Scope: Two multi-channel campaigns (2020–2022) combining organic content, Instagram Stories, blogs, Pinterest, and always-on allowlisting.
- Results: 5M+ total impressions, 170K+ engagements, 130+ creator assets, 21.6K paid link clicks, and top-performing content with 4–8% engagement rates.
Goals & Target Audience
Across both campaigns, Greenvelope’s goal was bigger than “get more clicks.” The brand wanted to prove that digital invitations could be just as beautiful and meaningful as printed cards—while being easier, more sustainable, and a lot less stressful to send. The Shelf was tasked with building awareness for Greenvelope as the go-to platform for modern celebrations, driving trial sign-ups and site traffic through creator content, and generating a deep library of assets that could be repurposed into high-performing paid ads and lifecycle touchpoints.
We focused on people already in “planning mode” for major life events. That meant engaged couples mapping out weddings, new and expecting parents organizing showers and birth announcements, families planning birthdays and holidays, and friends celebrating moves, engagements, and everything in between. Demographically, the audience skewed women 24–50 in the US, UK, Australia, and New Zealand; psychographically, they cared about aesthetics, convenience, and doing things in a more sustainable way. Behaviorally, they’re the ones saving inspo on Instagram and Pinterest, comparison-shopping invites online, and looking for tools that make it ridiculously easy to get beautifully designed cards out the door.
Strategy & Creator Activation
The strategy was to let real celebrations sell the platform. In 2020, The Shelf partnered with a tight group of wedding planners and brides-to-be to show Greenvelope in action for the biggest day on the calendar. By 2022, the program expanded to 30 creators across weddings, parenting, lifestyle, LGBTQ+, and home/holiday verticals, with Instagram in-feed posts, carousels, Stories, Reels, blogs, and Pinterest content all working together. Organic content introduced the “why” and “how it works,” while always-on allowlisting turned top-performing posts into acquisition drivers.
Creators weren’t just showing mockups—they were building and sending real Greenvelope invitations for their own weddings, showers, holiday cards, and life updates. Each creator concept sat inside one of four themes (wedding, baby, birthday, or “Greenvelope Forever” for everything else), and content walked followers through the design experience, customization options, and send flow, with clear CTAs to start a card or free trial. Story sequences, close-up design shots, and before/after comparisons gave the campaign its texture, while usage rights and paid amplification ensured the best pieces of content kept working long after the initial post date.
Two Years, One Expanding Celebration Engine
A quick look at how Greenvelope’s creator strategy deepened and scaled from 2020 to 2022.
Introducing digital invitations through weddings.
The Shelf enlisted 8 wedding creators to showcase Greenvelope as a stylish, eco-friendly alternative to paper invitations. Content highlighted ease, affordability, and sustainability — setting the foundation for larger expansion.
- 1M+ impressions across in-feed + Stories
- 610K total reach
- 16.4K engagements (2.7% ER)
- 38 creator assets (171% over delivery)
- $0.48 CPC + $2.45 CPM from early whitelisting
Scaling into a multi-moment content ecosystem.
The program expanded into weddings, babies, holidays, new home announcements, and milestone celebrations. With 30 creators across the US, UK, Australia, and New Zealand — plus full-funnel allowlisting — Greenvelope matured into a high-volume content and acquisition engine.
- 4.3M organic impressions + 3.6M paid impressions
- 21.6K paid link clicks
- 153K+ engagements
- 60+ creator assets across 4 themes
- Top content hit 4–8% ER
Post Types
Carousels
Stories
In-Feed Posts
Blog
Posts
Performance Results & Key Metrics
Across both campaigns, Greenvelope proved something powerful: when you let creators tell real stories about real celebrations, the content doesn’t just perform—it resonates. The campaign was built to drive awareness, discovery, and trial, and that’s exactly where it over-delivered. Wedding creators in 2020 helped position Greenvelope as a modern alternative to traditional invitations, driving strong early engagement and validating that audiences were more than willing to choose digital over paper when they saw it brought to life beautifully. By 2022, expanding into holidays, baby announcements, birthdays, and milestone moments unlocked even more momentum. The content mix became richer, the creator roster more diverse, and the storytelling more heartfelt. The result was a steady stream of high-quality assets that worked across organic and paid—especially once allowlisting kicked in and top posts were repurposed into high-intent traffic drivers.
A few standouts defined the success of the program. Wedding content remained one of the highest-converting verticals, with creators walking audiences through their actual design experience—resulting in high on-site actions and strong swipe-ups from Story sequences. Holiday content performed above expectations, tapping into seasonal excitement with personalized card reveals and behind-the-scenes walkthroughs. And as the program expanded across markets (U.S., U.K., Australia, New Zealand), the diversity of creator styles produced a more robust and reusable asset library. In both years, authenticity beat polish: static images paired with emotional copy, carousels showing multiple card designs, and sentimental “life update” posts consistently drove the highest engagement and trial intent.
Across the two campaigns, the work generated 4.2M+ total reach, 28K+ link clicks, 180K+ video views, and 242K+ total engagements. The 2022 campaign alone contributed 21.6K paid clicks—a meaningful acquisition driver that beat industry CTR benchmarks by a wide margin when amplified through allowlisting. Engagement across both years trended higher than typical lifestyle verticals (with top creators hitting 4–8% ER), and assets repurposed into paid ads delivered efficient CPMs and CPCs that consistently outperformed platform averages. In short: real celebrations, real creators, and real stories turned Greenvelope into a brand audiences didn’t just notice—they acted on.
📊 Performance Overview
📣 Reach & Impressions
- 4,214,947 total reach across the 2020 and 2022 Greenvelope campaigns.
- 8.9M+ total impressions combined — 1M+ in the 2020 pilot and 7.9M impressions (4.3M organic + 3.6M paid) in 2022.
🔗 Traffic & Click Performance
- 28,146 total link clicks across both campaigns.
- 6,546 link clicks from the 2020 wedding-focused campaign.
- 21,600 paid link clicks from the 2022 multi-vertical campaign, driven largely by allowlisted creator posts.
💬 Engagement & Video Views
- 242,939 total engagements (89,939 in 2020 and ~153,000 in 2022).
- Top creator posts delivered engagement rates between 4–8%, outperforming typical lifestyle benchmarks (~1.5–3%).
- 180,302 total video views from 2020 wedding content showcasing the design and send experience.
💸 Paid Performance
- Early whitelisting tests in 2020 achieved an efficient $0.48 CPC and $2.45 CPM, demonstrating strong lower-funnel performance.
- 2022 allowlisting turned top-performing creator posts into always-on acquisition units, driving high-intent traffic at favorable costs compared to standard paid social.
📱 Platform & Content Insights
- Stories and swipe-ups excelled for weddings and holidays, driving a large share of clicks and high-intent traffic.
- Carousels and multi-image posts outperformed single-image content for saves and engagement, especially when showing multiple card designs or step-by-step flows.
- Real-life celebration moments outperformed generic visuals — invitations built for actual weddings, showers, and holiday cards consistently generated higher ER and stronger on-site behavior.
Influencer Highlights
Alysse Dalessandro of @readytostare
Alysse never hesitates to bring in all the colors of the rainbow to her feed, and her content was nothing short of that. She shared the Christmas cards that she and her husband picked out, along with bright lights and the cheerfulness of the season in each shot.
Anna + Danielle of @itsvabene
A pilot + a digital marketer = a badass couple! We were thrilled Anna and Danielle wanted to send out their holiday cards through Greenvelope with a photo from their wedding – tying in another element Greenvelope is perfectly suited to handle, and in record time.
Jordan of @letyourlightshineee
To be honest, Jordan already had a lot on her plate with moving home and the approaching holiday season. Seriously, holiday cards weren’t even on her radar. So, she made a really good spokesperson for using Greenvelope in a pinch. Honestly, sometimes life is way too busy for anyone to shop for stationery. With Greenvelope, it was easy to get her digital cards out to everyone with just a few clicks over a cup of coffee! Then… it was back to the grind for her.
Jac Mizeur of @jacmizeur
Jac’s stunning blog post popped with color and was loaded with every bit of information Greenvelope wanted to convey to their customers about why they’re the more sustainable (and sanity-saving) choice. “Go ahead and give this post a save if you’re a bride-to-be or give it a send to any of your friends who are dealing with a #WeddingOnABudget, who are all about a #SustainableWedding, or who need some #LastMinuteWeddingTips”
Lauren + Benny of @televisionofnomads
This traveling couple lives on their own terms…but that excuse doesn’t really fly with friends and family who are expecting to hear from you around the holidays. So, Benny shared how Greenvelope helped them get those holiday greetings out to their friends and family right away, showing audiences the ease of their service.
Mackenzie Fulcher of @featuringthefulchers
Showing your audience a non-tangible product can be tough, but Mackenzie did it gracefully by showing how she used a casual family photo for her Christmas cards, and how she included her kids in the process, too. It’s that easy.
Reiner Acuario of @reinde.er
Reiner’s posts did really well on Instagram, grabbing a 7.18% engagement rate – showing audiences that Greenvelope is for more than just couples and families!
Dani & Nico of @twooutsiders
Dani and Nico saved up for two years to create their ideal wedding – and since they’re constantly on the road, there were aspects of the planning process that they needed to make budget-friendly and super simple. Greenvelope simplified things a lot by helping them send out invites and check their RSVPs from wherever in the world they happened to be. Dani’s gorgeous content and fantastic blog post (which grabbed a 28% engagement rate) made her angle unique as well as a top pick for this campaign!
Bold ideas. Cultural relevance. Data-first strategies.
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