Case Study: American Girl promotes cultural celebrations with Later Influence

How American Girl used Later’s influencer platform to promote its Cultural Celebrations Collection

American Girl partnered with Later Influence to promote its Cultural Celebrations Collection through an influencer campaign centered on authentic, culturally sensitive storytelling. The brand’s challenge was to reach mothers of young girls celebrating holidays like Diwali, Hanukkah, Christmas, and Kwanzaa, while creating content that felt genuine, on-brand, and reusable across future seasons.

Later Influence sourced creators with real personal connections to the featured holidays and coordinated the campaign in waves to meet tight holiday timelines. The result was a top-of-funnel Instagram campaign that generated 123 pieces of content from 20 influencers, driving more than 360,000 impressions, over 27,000 engagements, and a 7.5% engagement rate.

American Girl