Turning a community moment into brand affinity
To fuel organic brand awareness among pet owners and support BISSELL's new product launch, Later recommended sponsoring a live book launch for brand and pet advocate Isabel Klee (@simonsits). This initiative leveraged a culturally relevant community moment to elevate the shared values of Isabel and BISSELL.
The campaign set out with three core objectives:
Differentiate BISSELL from competitors by championing its pet-purpose mission.
Maximize organic reach and engagement through authentic, event-focused creator content.
Drive measurable purchase intent for the new product through narrative-driven advocacy.
A purpose-driven partnership
Later partnered directly with Isabel's existing event team, keeping the integration authentic and the operational lift seamless. BISSELL's presence was woven throughout the event via branded touchpoints, animal welfare discussions, and interactive product gifting for more than 50 attendees, including key media, creators, and rescue advocates.
During and after the launch, Isabel documented the experience in her own voice, sharing content rooted in her personal passion for rescue work rather than a scripted brand moment.
Transforming shared values into purchase intent
With over 258,000 organic reel views, the campaign achieved an organic engagement rate 4.7x higher than industry benchmarks, converting passive viewers into active consideration. Audience comments directly reflected this impact, generating 28 purchase-intent comments from viewers who explicitly credited Isabel’s content with driving their BISSELL purchases, alongside 100 brand-love comments. This overwhelmingly positive sentiment proved that consumers strongly connected with the brand’s core values.
Audience sentiment highlights:
“I love this soooooo much 👏 and this is why we choose @bissellclean time and time again.”
“Looooove Bissell! The swag at your event is the best I’ve ever seen!!!! 😮😍🤩🤯”
“Now this is how we like to see brands show up! 👏”
“I’ve always loved Bissell and what they stand for, but now I even love them more! Our super senior, bonded pair were Bissell pets!”
“Looks like an amazing evening! Because @bissellclean walks the walk, I bought one of their vacuums! Great partnership!”
"This sponsorship is exactly the kind of creative move that goes beyond an influencer post and puts BISSELL inside a moment our community cares about. Later found that moment for us, and the response proved it was worth the leap."
Brianna Loyd
Senior Influencer Marketing Specialist at BISSELL
Key takeaways for brands
Authenticity first: Partnering with creators who already champion your brand's core mission turns a paid activation into authentic advocacy that directly drives purchase intent.
Embed into existing community moments: Instead of building an event from scratch, sponsor high-intent moments your audience already cares about to minimize operational lift and maximize organic reach.
Give creators narrative control: Replace rigid scripts with experiential touchpoints so creators can tell a real-world story in their own voice.