Since launching in mid-2024, our ongoing collaboration with Emma has focused on integrating the brand seamlessly into creators’ everyday content. Rather than centering on hard-sell messaging, the campaign emphasizes real-life use, personal storytelling, and creative formats that feel native to each platform.

From unboxings and sleep routine videos to comedic sketches and product deep-dives, creators have highlighted Emma’s product range in authentic and engaging ways. Seasonal promotions and sales have been incorporated naturally, adapted to the tone and style of each creator.

To date, over 30 creators from the lifestyle, comedy, and travel space have joined the campaign – including names like gebardis, can.melina, Jonasfrs, Lukas Knopf and TK Vanlife– with more joining on an ongoing basis. The collaboration is designed to grow organically, strengthen brand relevance, and keep the conversation around better sleep both fresh and relatable.