How Gravitas helped HOLY expand into new creator audiences
HOLY already had an established influencer programme across its core audiences, but wanted to understand whether the same performance could be replicated in new categories. Gravitas tested hundreds of creators across eight audience niches, generating more than 1.3 million views while identifying the categories and creator profiles with the strongest commercial potential.
The challenge
HOLY had an established influencer programme performing well within its core categories, but wanted to understand where else the brand could credibly expand.
The challenge was to identify new audiences that could deliver more than just reach. HOLY needed to understand which categories had genuine audience fit and purchase intent, while maintaining the same level of tracking and commercial discipline across every activation.
What we did
Gravitas ran a full-funnel influencer marketing programme across four months, sourcing and evaluating hundreds of creator profiles across Instagram and YouTube.
We activated creators across eight different content categories, including podcast, entertainment, parenting, food, lifestyle, film, boxing and motoring.
Creator selection was based on audience relevance and commercial potential rather than follower count alone. We also managed end-to-end negotiation, bringing final creator fees down significantly from initial quotes, alongside strategic input on partnership ad structures.
Every activation was tracked across views, clicks, orders, new customers, CPM, CPC and cost of sale, giving HOLY a clear view of which audiences and creators were actually driving value.
The results
The programme generated 1.3M+ views across Instagram and YouTube, with particularly strong CPM efficiency from mid-sized creators in the food and entertainment categories.
One YouTube activation alone generated 270,000+ views, while the wider programme delivered thousands of link clicks.
The strongest CPC performance came from lifestyle and food creators, where audience intent aligned more closely with HOLY's product. The programme also gave the brand a clearer understanding of which new categories offered genuine potential for longer-term creator investment.
What we learned
The campaign demonstrated that expanding into new creator categories is not simply about finding audiences with the biggest reach.
The categories delivering the strongest awareness did not always generate the strongest purchase intent. For HOLY, the value of the programme was therefore twofold: generating incremental reach while building a data-backed understanding of where the brand has permission to grow and which audiences warrant longer-term investment.