ABOUT YOU is one of Europe's largest online fashion retailers, a Hamburg-based e-commerce company selling fashion across the continent through its shopping app.
The campaign asks a creator to fill their ABOUT YOU wishlist, order it, and film the unboxing for their audience. That brief fits in one sentence, but running it in seven countries at the same time is a different kind of problem.
Between March and June 2026, ABOUT YOU launched nine Wishlist Haul influencer marketing campaigns on Hypefy across Germany, Romania, Hungary, Czechia, Slovenia, Latvia, and the Netherlands.
The platform matched the creators, negotiated all 86 deals, and verified what came back. Across the nine campaigns, that added up to 159 pieces of content, 1.57M reach, and 55.7K engagements, at €0.61 per engagement.
What follows is how that held together market by market, and why the second wave came back cheaper and stronger than the first.
Key takeaways
The Same Idea Seven Times Over
A creator opens the ABOUT YOU app, scrolls through a wishlist they've been filling, and orders everything in one go. A few days later, a box arrives, and they film it open on camera, item by item, for whoever is watching.
That's Wishlist Haul. It works because nothing about it looks like an ad. The creator reads as a real shopper. The clothes are their picks, the reactions are theirs, and the audience can tell the difference. That part scales for free.
Everything around it doesn't. Each market needs its own creator set, priced at local rates, contacted in the local language, and chased through its own delivery schedule.
Done by hand, every added market adds headcount, until a nine-campaign program across seven countries turns into a coordination job before it's a marketing one.
That coordination is what moved onto Hypefy. ABOUT YOU's team supplied the brief. The platform ran it, market by market.
How Hypefy Made It Happen In Seven Markets
Running seven markets off one brief meant ABOUT YOU never had to find the right creators, check that their audiences were real, or close a single deal.
Hypefy handled all of it.
Here's how each worked.
Matching that reads the brief
The standard influencer tool is a database with filters bolted on. It can list every creator in Romania with 50K followers, but it has no idea which of them would fit the brief.
Hypefy works from the brief itself.
It builds a picture of the audience the campaign needs, then scores every creator against it for content, style, and real audience fit. Each suggestion comes with a written reason attached, so nobody has to take the match on faith.
Across the nine campaigns, more than half of the creators were approved in the first pass, straight from the platform's own recommendations. The brand approved a shortlist it never had to build itself.
Fourteen creators and fifteen posts in Romania's second wave produced the strongest efficiency of the program. 403K reach at a €9.17 CPM, a €0.23 cost per engagement, and a 4.28% engagement rate per reach.
ROScreened before shortlisted
Every audience the platform evaluates gets checked for doubtful and inactive followers before a creator can be matched.
Across this program, that meant screening 8.6M followers combined.
2% came back flagged as doubtful before ABOUT YOU ever saw the shortlist. The Romanian set behind that €0.23 CPE came in at 0.8% doubtful, well below the program average.
ABOUT YOU was buying real audiences instead of follower counts, and the CPE numbers reflect that.
An AI agent runs every deal
Once a creator is approved, a Hypefy AI agent takes the deal from there.
Most platforms hide this part of the process, the pricing and the negotiation, so here is how it works on Hypefy.
The platform sets the starting price before outreach begins, based on what each creator's content is predicted to deliver for the campaign rather than on the rate the creator quotes.
The AI agent then writes the outreach in the creator's local language, and negotiates directly with the creator, countering within the campaign's budget if the creator pushes back. If a creator goes quiet, it follows up on its own.
Once terms are set, it tracks delivery, and when the content goes live, it verifies the published reach.
Across the nine campaigns, that meant 86 individual deals opened, negotiated, and closed without anyone at ABOUT YOU or Hypefy chasing a single creator by hand.
It's the reason seven markets could run at once off one brief and one team instead of seven.
ABOUT YOU paid for content that went live, with reach verified after publication, and no retainer running between waves.
The Second Wave Beat the First
The first wave launched in March, in Latvia, Hungary, Czechia, and Romania. The first wave's great results settled the question of whether to continue. Within a month, ABOUT YOU was back for a second wave, rebooking Romania and Hungary and expanding into Germany, the Netherlands, and Slovenia.
The second wave was two and a half times the size of the first. Efficiency rose with it, which is not how scaling usually goes.
The program's engagement rate per reach climbed from 2.78% to 3.95%, and the cost per engagement fell from €0.67 to €0.59.
In the two markets that ran twice, each second round pulled a fresh, brief-matched creator set, and each came back stronger.
Hungary's second run is the high point of the nine campaigns. Eight creators and nine posts drove 11.6K engagements on 160K reach, a 7.20% engagement rate, at the lowest cost per engagement anywhere in the nine campaigns.
HUGermany, the Home Market
Germany was the largest single campaign, with 19 creators and 29 posts.
German creator rates run several times higher than in the CEE markets, and the CPM shows it. The full market-by-market rates are in our CEE Influencer Benchmark Report.
What the market bought instead was depth. The campaign drew 899 comments, more than the other eight campaigns combined, at a 3.79% engagement rate per reach.
DETikTok Carried It
Break the program down by format, and one number stands out.
TikTok posts reached 914K people at a 4.64% median engagement rate per reach.
Instagram Reels, the next biggest format, reached 504K at 1.63%.
Stories carry no reliable engagement metric, so the rate is left blank.
For a fashion retailer built around a younger shopper, TikTok is where the wishlist format lives, and the numbers agree.
What ABOUT YOU Walked Away With
By market, the story is the two rebooked countries.
Romania and Hungary, the only markets that ran twice, ended up carrying the program and finished first and second on engagement rate.
Slovenia
Latvia
Netherlands
CzechiaThe engagement rate held at 3.56% per reach across the full program and topped 7% in the best campaign.
Every euro also produced content ABOUT YOU keeps. And the operational result is the one that matters for the next launch.
Seven markets ran off a single brief, on a single platform, and the second pass came in cheaper than the first. That's the part ABOUT YOU will want repeated in market number eight.
“The platform is very intuitive and user friendly. Takes the best out of AI to optimize manual processes and decreases the human effort and timings of campaign set up. The support from the working team is also great.”
All your markets, one platform.
Book a 30-minute demo and see how Hypefy would run your next launch.
