top 5 global toy manufacturer and the fastest-growing over the past five years approached Crafted to refresh their creative strategy. Known for a beloved collectible plush line with over 2,500 unique characters and a fanatical online following, the brand needed a performance-driven content solution for a limited edition vault release of one of its spring characters.

Challenge

Traditionally reliant on high-production agency content, the brand had seen early success testing two manually sourced influencer videos. These outperformed evergreen assets across paid social, but the team lacked a streamlined way to scale this kind of content efficiently. They turned to Crafted to produce a new round of UGC that would help:

• Drive sales of a limited-run online exclusive plush
• Position their direct-to-consumer site as a destination for collectors
• Lift performance across Meta during a seasonal slowdown

Crafted's Approach

Crafted activated five creators to develop vertical video content tailored for Meta ads. Each creator received the limited edition plush and was briefed to showcase its personality, exclusivity, and collectability—all within the brand’s tone and compliance guardrails. The content rollout was fast, flexible, and optimized for multiple ad formats.‍

Results

• Ads featuring Crafted creators drove a 14% increase in CTR on Meta
• One creator’s ad delivered the highest ROAS to date for the campaign
• The team saw faster turnaround, lower production costs, and more content variation than typical agency-produced work
• Enabled real-time testing of different tones, hooks, and creator formats

Why It Matters

This campaign proves that even the biggest global brands can drive measurable performance—fast—by pairing strong creative briefs with scalable UGC. Crafted’s ability to deliver on-brand, high-performing assets allowed the client to reallocate budget away from costly production and toward performance optimization.‍

What’s Next

With early results outperforming internal benchmarks, the brand is exploring expanded use of UGC across drops, seasonal campaigns, and always-on initiatives.