The campaign wrap
THE MOMENT.
15 creators. 36 posts live against 30 contracted. 3,186,518 views. This is what the content did, what it earned on its own, and what we would do next.
Phase 1 final report · Prepared for Jakob R. V. Svendsen
EVERYTHING SHIPPED.
All 15 creators filmed, posted and reposted. Every post carries the approved caption, the four hashtags and the partnership disclosure, each one checked at source rather than taken on trust.
The 6 extra posts were free. Creators who were enjoying the brief offered a Facebook cut as well, so the campaign delivered 6 more placements than the contract asked for.
VIEWS.
Organic reach and Danish Crown's own paid delivery combined, across all 36 posts.
Each post is counted at its latest reported figure, taken from the creator's own analytics. Posts went live between 18 September and 13 October, so the older posts have had longer to mature.
HOW WE MEASURE.
WHAT THE CONTENT EARNED
ON ITS OWN.
This gap is normal, and it is not a criticism of the buy. Paid delivery reaches people who never chose to follow the creator, so its engagement rate is always far lower. The two numbers answer different questions. Paid answers how many people we can reach. The 4.55% answers whether the content was any good, and that is the number that says yes.
TIKTOK BEAT BENCHMARK.
9 unboosted TikTok posts, 21,897 views, 5.2% engagement against a food and drink benchmark of 3.0 to 3.5%. Highlighted creators cleared the top of the benchmark range.
INSTAGRAM DID IT TWICE OVER.
10 unboosted Instagram posts, 232,732 views, 5.0% engagement against a benchmark of 2.0 to 2.5%. Cooking Bae's reel carries most of the reach, and it was never boosted.
COOKING BAE'S REEL.
Her Instagram reel is the strongest asset the campaign produced, and on your SoMe team's 13 October report Meta had spent DKK 0.00 behind it. This is earned, not bought.
Why it worked. She cooks on camera the way she would with the phone propped against the kettle, so the recipe reads as something you could copy tonight rather than an ad you were served. The product does the job in the pan and she never announces it. That is the format to brief again.
SAVES, NOT VIEWS.
A view means the thumb paused. A save means somebody intends to cook it. For a product bought on a weekly shop, that is the closest free signal to purchase intent that any of these platforms give us.
The ranking by saves is almost the reverse of the ranking by views. That is the single most useful thing in this report for deciding where the next budget goes, and the next slide prices it.
THE BUY WAS EFFICIENT.
Across Meta and TikTok your team spent DKK 2,331.52 and delivered 2,642,383 impressions. The cost per thousand ran from DKK 0.56 to DKK 0.94, which is cheap and, more to the point, nearly even across all five creators.
Two of the five Meta ad sets, Cooking Bae and The Wagstaffs, were still scheduled on 13 October and had not spent. The addendum will restate this once the flights close.
THE IMPRESSIONS COST THE SAME.
THE ATTENTION DID NOT.
Same platform, same fortnight, five creators. The media bought impressions at within 1.7x of the same price. What those impressions were worth varied by 11x. The variable was the creative, not the buying.
How we would use it. Put the next budget behind the posts that are already earning saves, and let views follow. On these numbers that means weighting toward Cooking Bae's kind of content and briefing more of it, rather than spreading the money evenly across a roster.
WHAT WE WOULD CARRY NORTH.
PHASE 2.
Thank you for a genuinely good brief. Madiskarte gave fifteen people something true to make, and it shows in the engagement rate.
Wendy Wang · Creative AI Marketing · 20 October 2026