Lucky Egg UK Case Study

Scaling creator outreach and content volume efficiently while maintaining quality and relevance

Overview

Brand name
Lucky Egg UK

Industry
Toys & Games

Primary product category
Board Games

Euka AI features used
• Outreach Agent
• Track Performance Table
• AI Creator Search (Image-Based)
• Segment Automation

Brand snapshot
Lucky Egg UK is a fast-growing board game brand focused on social, multiplayer gameplay that launched in July 2025 and rapidly leaned into creator-led TikTok Shop content to drive discovery and sales, with its core challenge being how to scale creator outreach and content volume efficiently while maintaining quality and relevance.

‍The Challenge‍

From launch through early growth, Lucky Egg UK experimented with multiple creator outreach tools to find the right setup. However, several issues slowed their momentum:
‍
High admin overhead
• Previous tools had complex or unintuitive UI
• Significant time spent managing workflows instead of scaling content
‍
‍Low creator fit
• Outreach often reached creators outside the brand’s criteria
• Many creators produced simple unboxing videos that failed to demonstrate gameplay

‍Manual coordination
• Checking SKUs, sample status, and briefs manually
• Following up with creators individually
• Difficulty tracking outreach effectiveness at scale
The team needed a way to lower admin hours, target the right creators, and systematically increase high-quality gameplay content.

Why Lucky Egg UK Chose Euka

Lucky Egg switched to Euka in October 2025 to consolidate creator discovery, outreach, and automation into a single system.

Key reasons for choosing Euka:
• Clear visibility into outreach performance
• AI-powered creator discovery aligned with visual content needs
• Automation to remove repetitive operational work
• Better control over creator behavior and content quality

Strategy and Setup

After onboarding to Euka, Lucky Egg implemented three core systems:

1. Outreach Agent + Performance Table

Using Euka’s Outreach Agent table, the team could:
• Track sample request rates
• Analyze outreach effectiveness by creator segment
• Quickly identify what messaging and targeting worked
This gave the team data-driven clarity instead of guesswork.

2. AI Creator Search (Image-Based)

A major content issue was creators posting solo unboxings, which did not showcase the multiplayer nature of Lucky Egg’s board games.
Using AI Creator Search, the team:
• Uploaded images of groups of people playing board games
• Discovered creators already producing similar group-based content
• Prioritized creators willing to demonstrate gameplay with multiple players
This directly solved the content quality gap.

3. Segment Automation

Euka’s Segment Automation replaced multiple manual workflows:
• No more checking SKUs or sample status manually
• Creators automatically received the correct brief tied to the product
• Automated reminders reduced follow-ups
• Auto-approval rules for samples were set using performance benchmarks
This significantly reduced admin time while increasing creator throughput.

Activation and Execution

Once live on Euka:
• Outreach scaled rapidly using automated segments
• Creator onboarding accelerated without increasing headcount
• Gameplay-focused content became the dominant format
• The team focused on optimization instead of operations

Results

Growth

Before adopting Euka (July–September), Lucky Egg generated an average of approximately 272 creator videos per month, whereas after implementation the brand scaled dramatically to over 5,000 videos produced in December alone, highlighting a step-change in creator volume and reach.

Detail

Efficiency

• Drastic reduction in manual admin work
• No more fragmented tools or repeated checks
• Faster turnaround from outreach to posting

Revenue Impact

• Before Euka, September GMV Peak: $110.9K
• December GMV: $1.9M
‍This growth was driven by higher creator volume, better creator fit, and more effective gameplay-focused content.

Month-by-Month Highlights

• July 2025: Brand launch, early creator testing
‍• July–September: Tool experimentation, limited scalability
• October: Migration to Euka
• November: Automation and AI creator targeting fully active
• December: Breakout month with 1,600+ creators, 4,000+ videos, and $2.2M GMV

5 Key Levers Behind the Success

Outreach Visibility

Sample request rate tracking enabled rapid iteration

Segment Automation

Eliminated repetitive admin tasks at scale

Operational Focus

Team time moved from coordination to optimization

AI Creator Search

Visual matching ensured creators aligned with gameplay content needs

Content Format Control

Shift from unboxing to multiplayer gameplay demos

Final Takeaway

Lucky Egg UK’s growth was not driven by more tools, but by better systems.
By switching to Euka, the brand:
• Reduced admin overhead
• Found creators who truly fit their product
• Scaled high-quality content predictably
• Turned creator marketing into a repeatable growth engine
For fast-growing TikTok Shop brands, Lucky Egg UK shows how the right creator infrastructure can unlock both scale and efficiency without sacrificing content quality.