21 Campaigns Across the Anker Portfolio

Anker Innovations hired us to cast and run a creator campaign for every new product launch, across four brands with four different audiences: Anker for charging and power, eufy for the home, Soundcore for audio and Nebula for projectors. Each launch needed creators matched to its category and its market, and the bigger ones came with a view target attached. The PowerHouse II launch alone set 1.6 million views across US YouTube.

Running it as a repeat engagement rather than a one-off changed what the brief was. A single launch is a casting exercise. Twenty-one launches over three and a half years is a bench: creators, categories and formats that worked get reused, and the shortlist for a power station in Germany starts from what a power station in the US already taught us.

Anker kept the approvals. Every shortlist went back to the brand before a creator was booked, which is slower than booking directly and is what kept category fit a brand decision rather than an agency one. The work ran from May 2021 to November 2024, on TikTok, YouTube and Instagram, in the US, Germany and the UK, and in English or German depending on the market.

Twenty-one campaigns, one per launch, from the Anker Nano and Soundcore in May 2021 to the eufy X10 Pro Omni in November 2024, per our own campaign records. They fall into three waves by product category, and the casting logic is different in each one.

Wave	Products	Where creators posted	Markets	How it was cast
Chargers and hubs	Nano, Nano Pro, 313, 555, GaNPrime, hubs	TikTok at volume, YouTube for GaNPrime and the hubs	US	100 TikTok creators for the Nano Pro alone, tech reviewers for GaNPrime
Power stations	521, 535, 757, 767, PowerHouse, SOLIX, EverFrost cooler	YouTube	US, Germany, UK	outdoor, survival, fishing and tiny-house channels, 90-second integrations with tracked links
Projectors and home	Nebula projectors, eufy vacuums through to the X10 Pro Omni	TikTok and YouTube	US, UK	by category, every shortlist signed off by Anker before booking

Chargers, at TikTok scale

Chargers went to TikTok in volume: 100 creators for the Nano Pro alone. The 313, 555 and the hubs followed, and the GaNPrime launch went to YouTube tech reviewers instead, because a charger that competes on efficiency needs somebody who will put it on a bench and measure it rather than hold it up to a phone camera.

Power stations, cast for the use case

Power stations went to outdoor, survival, fishing and tiny-house YouTubers, with 90-second integrations and tracked links. The category rewards demonstration over description, so the casting question was not audience size. It was whether the creator already lived somewhere a power station solves a real problem, which is how an off-grid cabin channel ends up on the same shortlist as a fishing channel.

Germany and the UK

When the Anker 521 and 535 went into more than 400 MediaMarkt and Saturn stores, we ran outreach, contracts and briefs in German. The 757 launch followed with 13 German channels and UK creators including The Trudgians and Nigel Danson, and Anker licensed a year of usage rights on some of those videos. SOLIX and the 767 ran the same way. Retail distribution is what made the local-language work worth doing: a German shopper who has seen the product on a German channel is the person standing in front of the shelf.

In the campaigns we ran, Anker worked with creators in four consistent ways, and the pattern is a reasonable model for any consumer electronics brand running launches at this cadence.

Shortlists went to the brand for sign-off before anyone was booked, so category fit was decided by the people who owned the product roadmap rather than by whoever answered an outreach email first. Briefs and contracts were written in the market’s language, not translated at the last step. YouTube placements were 90-second integrations with tracked links, which keeps the creator’s own format intact and still attributes the traffic.

And the content did not stop at the organic post. Anker licensed a year of usage rights on the videos that performed, and asked creators for Spark Ads codes so the strongest posts could run as paid media from the creators’ own accounts rather than from the brand page. That second step is the one most brands skip, and it is where a campaign stops being a content buy and starts being creator content running as whitelisted paid ads. The mechanics of the TikTok half of it are in what Spark Ads are and whether they perform better.

What came out of the 21 campaigns is a view count you can still click: the Anker, eufy and Nebula posts that are still up carry more than 13 million views between them, per our own campaign records, and three waves account for 12.7 million of that.

Where the views are	Views on posts still live
Nano Pro TikTok wave	8.4 million
Nebula and eufy UK push	3.0 million
GaNPrime YouTube reviews	1.3 million
Everything else still up	the balance of the 13 million

That count is deliberately conservative. It reads only the posts that are still live today, so it leaves out most of the YouTube work and anything a creator has since taken down, which means the real figure is higher and we cannot evidence it the same way. A number you can click is worth more than a number in a deck.

The result that matters more than the views is the renewal: 21 campaigns across three and a half years, four brands and three markets.

Anker kept renewing because each launch made the next one cheaper to cast. By the time a power station launched in Germany, we already knew which kinds of creator delivered for the category and roughly what views to expect from them, so the shortlist started from evidence instead of from a fresh search.

The compounding is specific rather than general. What accumulated was a read on which categories of creator delivered for which Anker product, and which German and UK channels had already cleared brand approval. None of that transfers to another client, which is the honest limit of the claim, and all of it was reusable on the next Anker launch.

That is the argument for running creator work as a programme rather than as a series of campaigns. The first launch pays for the learning and the fifth one spends it.