How American Girl’s Influencer Campaign Hit 28K Engagements

American Girl® partnered with Mavrck to identify, partner with, and promote their brand via creators. AG's 2021 Cultural Celebrations campaign aimed to take all the uniqueness that makes the world special by celebrating a variety of religious and cultural holiday celebrations with its Truly Me™ Doll.

To promote its Cultural Celebrations collection and drive traffic to its website, AG leveraged influencers to generate repurposable holiday content using the hashtags #AGCulturalCelebrations and #MyAmericanGirl. The end goal was to encourage purchasing decisions among consumers.

It was imperative to promote an authentic connection by partnering with creators whose families observed various religious and cultural celebrations. Because of the importance of the sourcing process, the Mavrck team spent substantial time up-front searching for a wide range of creators.

In order to fulfill AG’s vision for on-brand, reusable content, the final creator cohort was asked to produce evergreen, relevant content that could be repurposed for future holiday seasons. This strategy allowed the AG team to plan ahead for future holidays, while extending the content shelf life over many activations on AG’s organic channels.

At the end of the 2021 campaign, AG had partnered with 20 influencers to produce 123 pieces of content for the #AGCulturalCelebrations campaign on Instagram. These influencers helped AG achieve over 360,000 impressions, more than 27,000 engagements, and an engagement rate of 7.5%.