Three years of gifting, and the content still hasn’t run out.

creators who posted about the product

166

pieces of content owned, reusable, on brand

994,138

total reach just of a million people

The #Gift

Sundae Body whipped body wash

The Industry

Beauty, body care and personal care

The Influencers

Beauty, fashion and content creators with engaged female audiences, 1K–5K+ followers

Ready to Contra Gift?

The challenge

How do beauty brands get UGC without paying for a photoshoot?

By gifting product to creators who shoot it in their own homes and routines. Sundae Body gifted whipped body wash through #gifted and received 166 pieces of content from 84 creators, including 38 Instagram Reels and 13 TikTok videos, for the cost of product rather than the cost of production.

Can creator gifting be run always-on instead of as a one-off campaign?

Yes. Sundae Body has run campaigns on #gifted continuously for three years, launching a new brief for each new product, seasonal drop and promotional moment. That rhythm means every launch arrives with content already attached, rather than waiting on a production schedule.

What kind of content does a body care brand actually get?

Content shot in real bathrooms, by real people, across different homes, ages, skin types and routines. Sundae Body’s 166 pieces spanned 102 Instagram Stories, 38 Reels, 13 TikTok videos and 10 in-feed posts, giving the brand organic reach plus a reusable library for paid social, email and on-site use.

Do you need creators with large followings?

No. Sundae Body’s briefs opened at 1,000-plus followers and later 5,000-plus, prioritising audience fit over follower count. Across 84 creators the campaigns reached 994,138 people and produced 34,524 engagements at a 3.47 per cent average engagement rate.

Can you invite gifted creators to brand events?

Yes. Alongside standard gifting and UGC briefs, Sundae Body has invited #gifted creators to brand events, turning an online collaboration into an in-person one and generating a concentrated burst of live content on the day.

The solution

Content that gets used, not just seen

Across the partnership, 84 creators delivered 166 pieces of content and reached 994,138 people. Those posts generated 34,524 engagements at an average engagement rate of 3.47 per cent, roughly 565 engagements per creator. The content isn’t just landing in feeds. It’s being liked, saved, commented on and shared.

The format mix is where it gets interesting. Instagram Stories did the heavy lifting with 102 posts, the most native, in-the-moment format there is and the one that actually looks like a person using a product in their bathroom. On top of that sat 38 Reels and 13 TikToks, more than 50 pieces of short-form video, comfortably the most valuable and labour-intensive format in beauty. A further 10 in-feed posts gave the brand permanent presence on creator grids.

Roughly two pieces of content per creator. Nobody was doing the bare minimum.

And because every creator shot in their own space, no two assets look the same. Different bathrooms, different routines, different ages, different skin. That variety is the thing a studio shoot can’t buy, and it’s exactly what a brand needs when it’s filling a content calendar week after week.

Three years in, the compounding is the real result. Every launch arrives with content already attached. Every campaign adds to a library the brand owns. And every creator who has already used the product makes the next brief easier to fill.