When Factorie Africa was ready to launch its Snatched range, South African creative agency MOOD built the entire campaign around a single night in Sandton. There was a media dinner for the press, a community pop-up open to the public, 30 invited creators, and more than two hundred people from the local community. Ten days later, that one evening had produced 358 pieces of creator content and R25.86M (≈ €1.37M) in earned media value. Discover how MOOD used our Stellar platform to track every post and story as it landed, measure EMV and ROI against real spend and prove the reach reached the market Factorie was actually selling to.
Factorie arrived with a range to launch and a clear brief. Build awareness for Snatched, drive genuine community engagement, and make the range visible across Gauteng. Above all, the campaign had to feel like something people wanted to be part of rather than something they had been paid to mention.
That ambition came with a measurement problem attached. Fashion launches generate a great deal of content in a very short window, and most of it is built to disappear. Stories expire within a day, creators post on their own schedules, and by the time anyone sits down to assemble a report the evidence has already gone with them. A launch can fill a room, dominate a feed for a weekend, and still be impossible to prove the following week.
Stellar is where MOOD closed that gap, and it gave the team five things:
The event took place on 23 July 2026, and by the time the campaign wound down, 40 creators had published content. That is ten more than were invited, and it is the clearest signal a community campaign can give you, because those ten posted for no reason other than wanting to.
Between them, they produced 358 pieces of content across Instagram and TikTok, made up of 111 posts and 247 Stories. Around two thirds of it landed on 23 and 24 July, with a tail of content running into the first days of August.
Volume arriving that fast is usually where reporting falls apart. MOOD tracked it live in Stellar instead, watching each piece register as it went up so the team could see who had posted and how their content was performing while the campaign was still in motion.
The format split is where it becomes useful for planning. Instagram Stories made up 69% of all content and delivered 2.68M of the reach, close to half the total, despite vanishing within a day of going up. Feed posts were only 11% of the content but drove almost half of all engagement. TikTok was the smallest slice at 5%, and yet it returned an engagement rate of 15.78% against Instagram’s 6.36%, which is the kind of finding that changes how the next range gets briefed.
Then there is the audience itself, and for this campaign it was the figure that mattered most. 72.51% of the reached community on Instagram sat in South Africa, with real regional spillover into Namibia, Nigeria, Kenya, Zimbabwe, and Tanzania. Audience credibility scored 72.5%, rated high, and 22% of the people reached were influential accounts in their own right.
A launch can post an impressive reach figure and still have spent most of it on the wrong continent. Because Stellar lets teams check where a creator’s audience actually lives and how credible it is before an invitation goes out, MOOD could build a guest list around the market Factorie was selling into, then confirm afterwards that the reach had landed there.
“Stellar lets us monitor EMV and ROI while tracking individual post performance and overall campaign performance in one place. It has streamlined our reporting and shown us exactly which talent and which content drive the strongest results.”
Kira Jade Anthony, Senior Influencer & Content Account Manager, MOOD Creative Agency
Experiential campaigns have always been easy to feel and hard to prove. The room is full, the energy is real, content pours in for forty-eight hours, and then the Stories expire and take the evidence with them.
The Snatched launch shows what changes when the measurement is built in from the start. MOOD never had to pay for volume. It built something people wanted to document, invited thirty creators and got forty, and turned R600K into R25.86M in earned media value with nearly 75% of the reach landing in its home market. Stellar turned that activity into evidence, tracking reach, engagement, EMV and ROI in one place, including the ephemeral content that carried almost half the campaign.
Good creativity earns the attention. The right reporting is what lets you prove it and then go and do it again.
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