Proof it works: two hybrid case studies
Blending organic insights with paid scale doesn’t just look good on a strategy deck—it can deliver huge impact. Here’s how two brands used to turn content into conversions.
MacKenzie-Childs: turning tabletop whimsy into revenue
For the 2022 holiday season, heritage home décor brand MacKenzie-Childs leaned into festive, creator-led Reels that celebrated holiday hosting and tablescaping. Over three weeks, the brand published entirely organic content—no spend, just storytelling. The results? Saves and shares doubled benchmark performance, signaling strong resonance.
’s team identified the highest-performing creators, then used allow-listing to launch a modest paid campaign targeting look-alike audiences. The outcome:
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47% increase in return on ad spend (ROAS)
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33% drop in cost per acquisition (CPA)
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Continued growth in organic engagement, proving paid support didn’t just convert—it amplified.
Read the full case study here.
Eggland’s Best: evergreen recipes, real-world impact
With the rise of FoodTok and New Year wellness resolutions, Eggland’s Best saw an opportunity to make recipe content both timeless and transactional. The brand activated 24 influencers to create over 230 pieces of organic content, ranging from brunch recipes to nutritious snack ideas.
The highest-performing videos were boosted with paid spend, geo-targeted around grocery retailers during peak shopping windows. This hybrid approach delivered:
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6× increase in digital coupon redemptions
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5.8 million impressions across Pinterest, Instagram, and Facebook
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7.9× industry benchmark engagement on Pinterest
Eggland’s Best now repurposes this evergreen creator content across channels year-round. Check out the full campaign details here.
The takeaway?
Test with organic social media, scale with paid social media, feed the insights back to creative — and repeat. It’s not just a playbook. It’s a performance engine. And when powered by , every loop is tracked, optimized, and aligned to your goals.
