Across 5 posts, Zhi and Danika delivered 964,121 total views, with Instagram accounting for 961,616 views and 457,110 reach; TikTok added 2,505 views. The campaign’s gross EMV was A$41,764, led heavily by Zhi’s Instagram performance. Zhi’s standout was the Instagram post built around the “never let them know your next move” joke: it drove 937,707 views, reached 446,435 people, and pulled 101,530 interactions at a 10.83% engagement rate, which is exceptional for her account size. That single post also carried A$41,506 in EMV. Her NYC street-style post was a steadier secondary result at 13,497 views and 2.99% engagement, while the In Lieu story added 2,586 views and 1,721 reach. Danika’s F+H Studios post was a minimal, close-up jewellery/fashion portrait; it delivered 7,826 views, 1,339 reach, 93 interactions, and a 1.19% engagement rate, with A$37 EMV. Bottom line: the campaign was powered by one breakout cultural/comedy-style Instagram post from Zhi, not by broad consistency across every asset. For the next round, I’d lean into Zhi’s quick, unexpected-format posts rather than polished brand-forward framing, and give Danika a more product-visible setup or stronger on-screen hook so the brand read is clearer and the post has more to work with beyond the portrait aesthetic.