Zircon leverages creator-led storytelling to spark viral brand buzz across social platforms
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Zircon, the leading manufacturer of stud finders celebrating 50 years, wanted to drive awareness of the Zircon StudSensor™ L50, while demonstrating its value as a must-have safety and DIY tool for families, renters, and homeowners alike.
With a need for large-scale execution, Zircon partnered with Aspire’s Agency Services team to activate an influencer campaign that would both educate and inspire, turning an essential tool for homes into a social media sensation.
Aspire managed a full-service influencer campaign, tapping 11 diverse creators to bring the stud finder to life across Instagram, YouTube, and Facebook.
Targeted Creator Casting
Aspire strategically selected a mix of macro and mid-tier creators — including DIY experts, parents, college students, contractors, and home decor enthusiasts — to ensure the Zircon StudSensor™ L50 resonated across multiple audiences.
Multi-Platform Distribution
To maximize exposure, creators shared content across Instagram Reels, YouTube Shorts, and Facebook, experimenting with trending formats like ASMR and storytelling-driven projects.
Performance-Driven Execution
With budget efficiency at the forefront, Aspire managed every aspect of the campaign — from creator communications to analytics. Among just 11 creators, they produced 52 pieces of authentic content (2x the initial goal) that generated 25.7M impressions, 523k total engagements, and 1.2K attributed link clicks, driving traffic to Lowe’s.
Top creators like Bre Bringier and Cody Romer delivered viral-level results, with Bre’s stud finder tutorial earning 10.7M views and Cody’s ASMR-style content generating 14.3M views and 600 product link clicks in the first 15 days.
By leveraging storytelling, diverse creator voices, and cross-platform testing, Zircon transformed a household essential into a buzzworthy brand moment that drove awareness, safety education, and real purchase intent.
Key results:
- 1.2K attributed link clicks
- 25.7M total impressions
- 12M potential reach
- 523K total engagements
“Aspire’s ability to identify the right mix of creators and track performance in real time was exceptional. Their strategic casting and data-driven execution turned creative storytelling into measurable growth, giving us clear insight into what truly drives engagement and sales.” – Bob Shortt, Global President of Sales and Marketing, Zircon Corporation