A product with a part to play.

The brief

Treecell’s hair wax could be demonstrated through a transformation. The creative opportunity was to give the product a role in something viewers already wanted to watch.

Make the product useful to the idea

The featured creator, @ryryjeong, incorporated Treecell into a Saja Boys-inspired cosplay transformation. Hair styling belonged within the process, so the product could be shown in use as the look came together.

That is a useful question for any product-led creator brief: what can the product help this creator do? A transformation, routine or demonstration can give an integration a clear purpose. The right format depends on the creator and the product, rather than a fixed script applied to every partnership.

The reported response

Lunar’s capabilities deck reports 1.7 million views and 209,000 likes for the Treecell example. Those figures describe viewing and interaction, not purchases or a measured change in brand perception.

The deck also lists an engagement rate, but does not define its calculation. We have kept the directly reported view and like counts here so the result is easier to interpret.

Start with the creator’s format

The product worked as part of a transformation concept. For a new brief, look for a creator whose existing content gives your product a credible job to do. That gives both sides something more specific to work with than a generic request for awareness.