Creator agency Sticki has expanded its relationship with Canningvale and is set to deliver UGC work across its bedding, silk accessories and beach towels categories.
The win follows an 18-month investment in brand awareness and customer acquisition that saw Sticki to deliver its first UGC campaign, supporting the ‘All towels for the price of a face washer’ promotion earlier this year.
Sticki partnered with creators across home, lifestyle, beauty and wellness to develop a suite of content showcasing five Canningvale collections. The campaign aimed to reach younger audiences, with creator-led content distributed across organic and paid social.
Canningvale was recently named Canstar’s 2026 Most Satisfied Customers Award for Bath Towels. The brand received five stars across all six categories: overall satisfaction, value for money, softness, absorbency, durability and design.
Roz Travers-Hucker, head of marketing at Canningvale, expressed that she was “so proud” of the team’s work, with the brand taking the top score “thanks to innovation right across the business”.
That work has spanned an expanded in-house team, a Nespresso partnership and PR, SEO and AEO, as well as the Home Lovers Club loyalty program. Canningvale reports significant increases in promotional revenue, and notes that active customer growth is up over 9 per cent year on year.
“Canstar told us we had always scored well for years, but our lower brand awareness meant we didn’t have enough surveys mentioning us to take out the award. We have been laser-focused on customer acquisition in the last 18 months, increasing our brand awareness with top-of-funnel campaigns and expanding our media mix,” Travers-Hucker said.
“We had already been partnering directly with creators for many years, but working with Sticki allowed us to scale up significantly during a busy period and roll out a campaign of this scale using bespoke content from creators,” Travers-Hucker said.
“We wanted one clear message in the market, told in a social-first way. Every creator brought their own take, and that’s what made it feel so authentic. It also worked: the creator-led content delivered up to triple the ROAS of our existing paid social creative during the campaign period, outperforming our existing paid social creative,” said Marcela Ortiz, creative and content manager at Canningvale.
“Everyone has thoughts on a good towel, and our creators had plenty to say,” said Giulia Mirabile, senior strategic partnerships manager at Sticki. “When Canningvale brought us in on the wider range, we couldn’t wait to get stuck in. And beach towels heading into an Aussie summer is a great place to start.”
