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The Challenge
Royce + Reign, a new-to-the-market luxury cookie brand inspired by classic cocktails, partnered with A Little Bird to grow brand awareness and drive product discovery through strategic influencer collaborations. With a goal of increasing visibility and generating high-quality user-generated content (UGC), the brand sought an organic seeding approach that would maximize ROI and resonate with culture-conscious, gift-giving, and wellness-aware consumers. The campaign prioritized partnerships with young adult female influencers—whose audiences aligned with Royce + Reign’s core consumer: those seeking luxurious, better-for-you indulgences with a story behind them.
The Solution
A Little Bird led the influencer strategy from planning through execution—identifying the right mix of voices to align with the brand’s luxe, elevated identity.
• Targeted Influencer Outreach: We handpicked young adult female creators across lifestyle, gifting, food, and wellness niches—prioritizing authentic storytelling, elevated aesthetics, and shared values with Royce+Reign’s sophisticated yet playful brand identity.
• Strategic Seeding: We offered complimentary product to dozens of influencers, carefully tracking who posted, who engaged, and what resonated most.
• Content Return: 50% of the targeted creators organically posted videos or stories, highlighting the product as a chic Dry January swap, an indulgent wellness treat, or a thoughtful gift.
• Campaign Timing: Product drops were timed around key cultural moments—like Dry January and Valentine's Day—to maximize shareability and emotional resonance.
• Messaging Guidance: Influencers received creative briefs and brand language to support alignment while allowing for individual tone of voice.
• UGC Strategy: All posted content was repurposed for Royce + Reign’s social channels to build trust and drive conversions from peer recommendation.
What We Did
Influencer Strategy & Outreach: Identified 30+ influencers with strong potential for brand fit and organic engagement.
Product Seeding & Relationship Management: Coordinated gifting and built long-term creator relationships that grew with the brand.
UGC Collection & Amplification: 15+ unique pieces of influencer content shared, repurposed, and leveraged across channels—at no paid cost.
Brand Momentum: Influencer support helped establish Royce+Reign as a unique alternative to alcohol-forward rituals, opening the door to broader cultural relevance and retail growth.
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