LinkedIn·Thursday, 20 August 2026·6d ago

👀 €1.37M in earned media value from a single launch night. Almost half of it came from content that was gone by the next morning. Huge…

Stellar Tech

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👀 €1.37M in earned media value from a single launch night. Almost half of it came from content that was gone by the next morning. Huge shout-out to Holly Meadows and Cleopatra Marcopoulos, the founders of MOOD Creative Agency, and to the team they built, with Kira Jade Anthony leading the influencer side of Factorie Africa's Snatched launch. It's been one of the most enjoyable campaigns we've watched land in real time. 🎉 Here's what the team pulled off. Rather than briefing creators on deliverables, they built an evening worth documenting: a media dinner alongside a community pop-up at Mila Café in Sandton, with 30 invited creators and more than 200 people from the local community moving between nail art, styling and permanent jewelry, all of it built around a range about self-expression. Nobody got a shot list, and 40 creators ended up posting anyway. Ten more than were invited, which is the part you simply can't buy. A few days later: 👉 358 pieces of content 👉 5.89M reach 👉 379.93k engagements 👉 €1.37M (R25.86M) in EMV on a €32K spend 👉 4,210% ROI The thing about experiential launches, though, is that most of what makes them work is designed to disappear. 247 of those 358 pieces were Instagram Stories, which is 69% of everything published and 2.68M of the reach, and all of it expired within a day of going up. Two thirds of the campaign landed inside the first 48 hours. Miss that window and the launch still happened beautifully, you just have nothing left to show for it. So the team tracked everything live in Stellar as it went up, capturing and valuing each story before it vanished, measuring EMV and ROI against what was actually spent rather than estimating it weeks later, and coming away knowing which talent genuinely delivered. That last part is what shapes the next brief instead of just closing out the last one. Good creativity earns the attention. The right reporting is what lets you prove it and then go and do it again. Congrats to Holly, Cleo, Kira and the whole MOOD team, it's a real pleasure working with you. 💚 Read the full story here 👉 https://lnkd.in/eNQgzJvm

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