George at ASDA

As a household supermarket name, George at ASDA wanted to be seen as a fashion destination, style-conscious shoppers who actively sought fashion inspiration online simply didn't think to look to a supermarket brand for it. George needed to earn fashion credibility, not just announce it.

We built The George Collective, the brand's first always-on creator ecosystem, structured around two tiers: high-reach Ambassadors and trend-led Style Shifters.

‍

Rather than rigid briefs and shot lists, creators were given complete creative freedom to weave George into real, everyday moments, weddings, wardrobe refreshes, seasonal changes, while an integrated LTK storefront turned inspiration directly into shoppable action. 

‍

We capped the year with George's first-ever in-person creator immersion event, designed purely to build genuine fans rather than tick off deliverables.

The relationship-first approach paid off. In a year, creators delivered 80% additional content pieces against a target of 140 , proof that fashion credibility converted into genuine commercial intent, not just visibility.