The Challenge: National Art Pass needed to drive awareness and conversions across key seasonal windows, without relying on traditional media alone. The Idea: Shift from one-off influencer campaigns to a repeatable, seasonal creator performance engine. Organic-first storytelling would power paid media. Each wave would build on the last, Winter focused on cost-efficient awareness, Spring scaled reach dramatically, and Summer optimised toward conversion during the lower-price offer window. This wasn’t three campaigns. It was one evolving system. Audience-segmented creators Organic content repurposed into conversion campaigns Face-to-camera and narrative-led formats Paid media refinement each season The Impact: 13.7M Total Impressions 67.8K Clicks 4K Total Purchases