The Brief
YSL Beauty wanted a fast, high‑volume Raya gift‑with‑purchase promotion — enough creator volume and speed to move real inventory and drive redemptions within a tight festive window. The demands were operational (onboarding a large roster on a short runway), but the deeper opportunity was emotional: Raya is a season of family, giving and reunion, and the promotion — a personalised, engravable lipstick — was perfectly suited to genuine gift‑giving stories, if the creators could tell them.
The Approach
Being YSL Beauty helped enormously: it's a brand creators genuinely want to be associated with, so recruitment was fast and enthusiastic. SushiVid engaged and onboarded 50 TikTok creators in under two weeks, coordinating content around the gift promotion to build urgency ahead of the redemption period — volume and speed to match the festive timing, with the prestige of the brand doing much of the persuasion.
The Execution
The plan was a coordinated push of Raya gift‑giving content across all 50 creators. The moment that defined the campaign, though, wasn't in the plan at all. One creator couldn't take part because she was in hospital — so her husband stepped in, bought the lipstick, had it engraved, and surprised her with it at her bedside. The result was completely genuine, and it showed: the content resonated far beyond a standard promotional post.
The Results
The campaign reached 5.8 million people, and the gift promotion was fully redeemed within just two days of launch. While the full 50‑creator roster performed strongly, it was one or two authentic, unscripted stories — the hospital surprise chief among them — that lifted the whole campaign, outperforming precisely because they were real.
The Takeaway
Speed and volume got the campaign live in time; authenticity is what made it fly. The lesson from YSL was that the single most powerful element in a festive gifting campaign is a genuine human moment — and the best of these often can't be scripted. Building a roster big enough, and briefs loose enough, to let real stories emerge is what turns a well‑run promotion into one people actually feel.