House of Fragma
The problem.
A premium fragrance brand with a launch calendar and no creator engine behind it.
The strategic insight.
Fragrance isn't sold by the note pyramid on a product page — it's sold by how it appears in someone else's story.
The method.
Built a rolling roster of 40 creators with drop-aligned briefs.
10 drops · 280 pieces of UGC · zero stock photography.
- 01
Calendar reverse-engineering
Worked backwards from each drop date: seeding, shooting and delivery windows were fixed before the product existed, so content never arrived late.
- 02
Rolling roster of 40
A standing roster replaced per-campaign casting. Creators already knew the brand's world, so lead time collapsed between drops.
- 03
Drop-aligned briefs
Each drop had its own brief tied to the scent's story, with required shots and free space, producing 280 usable assets across 10 drops.
- 04
No stock policy
Zero stock photography. Every asset came from a real creator, keeping the feed consistent with the brand's premium positioning.
The verified result.
- The volume lift is an operating result: the roster removed casting time between drops.
- Sold-out drops show the content arrived in the window that mattered, not after it.
- Average watch time indicates the creative held attention rather than merely being produced.
The forward play.
License the top creators into a paid ambassador tier.