Results at a Glance
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4.75M impressions
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4.46M video views
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48.45K engaged users
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Multi-market execution across 4 European territories
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Adopted as a global pilot framework
“A pioneering shift from endorsement to true co-creation.”
Campaign Snapshot
The Insight
Millennial audiences no longer respond to traditional celebrity endorsement.
They engage with creators who feel authentic, culturally relevant and native to the platforms they inhabit.
The opportunity was not just reach, it was partnership.
The Strategy
WPP Open X reimagined influencer marketing as true end-to-end collaboration.
Rather than imposing a brand script, four creators across the UK, Italy, France and Spain were empowered to co-create content rooted in their own tone, audience and cultural context.
The campaign centred around key meal occasions, embedding the brand naturally into everyday moments.
The goal was not visibility alone, but credibility at scale.
The Execution
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Four-market creator collaboration (UK, Italy, France, Spain)
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Platform-native storytelling tailored by each creator
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Meal-occasion contextual integration
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Full-funnel content strategy
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Performance tracking across impressions, views and engagement
The result was content that felt authored, not approved.
The Impact
The campaign generated 4.75 million impressions and 4.46 million video views, engaging 48.45K users across four key European markets.
More importantly, it established a new operating model for influencer collaboration within the brand.
The approach has since been adopted as a pilot framework for global adaptation.
This was not a one-off campaign.
It was a structural shift in how the brand partners with creators.