When Build-A-Bear and Thrive Digital set out to create a platform-native Reels campaign, they paired bold creative with an equally rigorous omni-channel approach to measurement. The same approach LiftLab uses with other clients, such as SKIMS, Pandora, and Birkenstock.
That combination just earned them ADWEEK’s Reels Campaign of the Year at the 2025 Meta Agency Awards, and we were proud to support the measurement framework behind it.
The campaign validated something we believe strongly at LiftLab: creative + data + experimentation is the fastest path to real business outcomes.
What made this campaign stand out
- It was UGC-driven and built natively for Reels
- It used a proper geo-holdout, not just engagement metrics
- It measured meaningful retail lift
- It proved that platform-native creative can drive real-world sales
Our team partnered with Thrive Digital and Build-A-Bear to design the geo-holdout approach and validate the incremental lift in retail performance. It’s a great example of the kind of full-funnel planning and accountability that modern brands are leaning into.
Why measurement matters
In a world where most teams still rely on engagement metrics or modelled estimates, this campaign shows the value of validating impact in the real world.
It’s proof that when teams combine platform-native creative with clean measurement design, they can unlock meaningful and measurable growth.
