How Gravitas generated 3M+ views for Mad Egg across Dublin
Mad Egg needed a consistent influencer programme that could work across multiple Dublin locations without relying on paid media spend. Gravitas built and managed a continuous gifted creator programme, generating more than three million views, double-digit thousands of engagements and thousands of shares.
The challenge
Mad Egg wanted to move beyond one-off influencer visits and build a structured programme that could generate consistent awareness and content across its Dublin restaurants.
With hospitality influencer marketing already highly competitive, the programme needed to focus on genuine local audience relevance rather than simply maximising the number of creators posting.
It also needed to remain commercially efficient, with the campaign running entirely through gifted experiences rather than paid media spend.
What we did
Gravitas built and managed the programme end to end, covering creator sourcing, outreach, briefing, visit coordination and performance tracking across Dublin.
We conducted outreach at scale across hundreds of Instagram and TikTok creators, with each creator assessed for audience fit and relevance to the local Dublin market.
The programme was structured to run continuously across multiple restaurant locations, creating a steady pipeline of creator visits rather than relying on isolated campaign bursts.
Every activation was tracked through campaign reporting, monitoring views, engagements, shares and CPM across the full creator roster. This allowed performance to be assessed consistently and helped maintain quality as the programme scaled.
The campaign was run entirely through gifted creator visits, with no paid media spend.
The results
The programme generated more than 3 million views across Instagram and TikTok, alongside double-digit thousands of engagements and thousands of shares.
The level of organic sharing extended the reach significantly beyond the original creator audiences, while the campaign delivered CPM well below standard industry benchmarks.
The programme also developed into an ongoing relationship rather than a one-off campaign, with Mad Egg's founder subsequently introducing Gravitas to other Irish businesses as a recommended strategic partner.