This is What a Summer of Gifting Looks Like
Last summer, 36 creators packed their bags, headed to holiday parks across Australia and made content that genuinely connected. TikToks shot at sunrise. Reels of kids running into the ocean. Stories from campfire dinners and lakeside mornings. All of it real, all of it created through #gifted — and none of it paid for.
The brand behind the stays? ParkBooker — the platform Australians use to find, compare and book holiday park trips nationwide. They came to #gifted with a simple idea: gift creators a stay, give them creative freedom, and see what happens. What happened was 186,000 people reached, a 26.6K-view TikTok and a feed full of summer content that actually felt like summer.
The Brief That Set Creators Free
ParkBooker ran many gifting campaigns on #gifted. The first was a complimentary 3-night stay at a featured East Coast holiday park. The second was a $200 credit redeemable at any of the 100+ parks on parkbooker.com — giving creators the freedom to pick their own destination and make it their own story.
"We're looking for creative content creators to showcase their unique holiday guides to local holiday park destinations. Enjoy a complimentary stay and inspire your audience with firsthand experiences at our partner parks."
— ParkBooker
No shot lists. No scripted messaging. Just a genuine gift, an open brief and trust in the creators to deliver. That trust paid off.
Same Brief. Totally Different Content.
This is where it gets good. The same gift, the same parks, completely different content depending on who made it. Travel creators, family creators, lifestyle creators — each brought their own voice and their audience showed up for it. Here's how three of them ran with it.
Madeleine didn't just post about her stay — she turned it into a full content moment. A TikTok carousel, an IG Reel, a static post and a string of Stories, all flowing together like a proper travel series. Her $200 stay gift became a storytelling arc and her audience came along for every step of it. The TikTok carousel alone pulled 26.6K views, making it the top performing piece across the entire campaign. That's what it looks like when a creator treats a gifting collab like a portfolio investment.
Courtney's Reel did what the best family content always does — it made you feel the trip, not just see it. She walked her audience through the whole booking process, showing just how easy ParkBooker makes planning a family getaway. Her content hit over 3K views on Instagram and landed with exactly the right people. Wholesome, useful and genuinely engaging — the trifecta.
Jessi brought pure energy. Her vlog-style Reel captured the feeling of a holiday park stay in a way that made you want to drop everything and book one immediately. Fast, fun and genuinely engaging — her take was a reminder that great gifted content doesn't need to be complicated. Sometimes you just need a creator who's fully in it.
What the Numbers Say
The content created by these creators reached over 186,000 people. No paid placements, no boosted posts — just 36 creators making genuine content from real experiences, and their audiences responding to it.
Madeleine's TikTok carousel led the pack at 26.6K views. Courtney's family Reel surpassed 3K views on Instagram and connected with exactly the parents who needed to see it. Across the board, the content mix — TikToks, Reels, carousels, Stories, static posts — meant this campaign showed up in every format and feed throughout the season.
The creators were the campaign. The content was the strategy.
What This Campaign Can Teach Every Creator
One stay, multiple pieces of content. Madeleine made a TikTok, a Reel, a static post and Stories from her trip. Think in content arcs, not individual posts — a gifting collab should fill your calendar, not just your feed.
Your niche is how you set yourself apart. Travel, family, lifestyle — creators from all three categories crushed it because each made content for their specific audience. A holiday park stay looks completely different through a family lens vs a solo travel one. Lean into that.
Freedom in the brief is a green light, not a gap. When a brand says "show us your unique take," they're trusting you. Trust yourself and your creativity and make the content you'd make anyway. That's the whole point.
Real experiences reach real people. The top performing content across this campaign wasn't the most polished — it was the most genuine. Show up authentically, make content that actually reflects the experience, and your audience will feel it.
