Rubies Masquerade isn’t just a costume company. They’re the world’s largest designer and manufacturer of costumes and accessories. Their costumes have been at the centre of countless parties, conventions, and trick-or-treat memories for decades.
Rubies’ audience really does cover everyone: kids who dream of being Barbie or Spider-Man for a day, parents planning birthday parties, adults getting ready for fancy-dress nights, and even cosplayers who go all out to create something unforgettable.
Even if you didn’t know the name, chances are you’ve worn their magic.
What makes Rubies unique is their ethos. They’re committed to authentically inspiring imagination, helping fans step into a different world while holding themselves to strong ethical standards in design and production.
For Ciara, Marketing Manager, and Helen Pagden, Senior Graphic Designer, that mission runs through everything.
Their role isn’t about simply pushing costumes. It’s about ensuring Rubies’ brand is recognised as the creative, trusted home of dress-up fun.
Rubies knew costumes alone weren’t enough.
To truly grow, they needed to strengthen their brand identity to make sure people connected the magic of costume with the Rubies Masquerade name.
And in today’s landscape, that meant leaning into influencer marketing.
For Helen and Ciara, influencers were essential. Traditional advertising could show off costumes in a shoot. But creators could do something different: bring those costumes to life in real, relatable ways.
A parent filming their kids running around the living room as superheroes. A cosplayer showcasing the detail of an outfit. A TikTok creator transforming into their favourite character in seconds.
Those moments weren’t ads. They were authentic stories. Exactly the kind of content that sparks brand awareness and builds trust.
As Helen explained:
“Influencer marketing is definitely the perfect marketing strategy that aligns both our desire for disruptive industry-leading content and our ability to reach consumers.”
For Rubies, influencer marketing was the stage they needed to shine on to boost their brand awareness to new levels.
Rubies wished to grow their brand recognition; they prioritised their licenses and brands over bigger retailers. To most consumers, a Spider-Man suit was just a Spider-Man suit, not a Rubies creation.
That caused some real challenges:
The stakes were high. Rubies wanted the chance to connect directly with fans and grow long-term loyalty through their content.
Helen and Ciara wanted Rubies to be seen as more than just the costume provider. They wanted Rubies to stand as a brand in its own right:
“Your average customer won't necessarily know the Rubies brand. So, the influencers are really helping get the Rubies' name out there as opposed to just a Star Wars costume or a Marvel costume.”
The turning point came when the team looked into their current influencer activity.
They’d touched on this before, having reached out to influencers manually. But the process was too fiddly; too much time spent on DMs, contracts, and admin, and too much effort for not enough payoff.
What they needed was a platform that could connect them with the right creators with ease and give them the visibility boost they were looking for.
That’s when they discovered The Influence Room.
And the decision was instant.
“Completely transparently, we weren't scouting at that point in time. We weren't doing market research and investigating various channels. It was a pitch that just wowed us, and we decided to go with that.” – Ciara
With The Influence Room, Rubies finally had a partner who could make boosting brand awareness and notoriety smooth, efficient, and scalable.
The difference was obvious from the very first campaign.
The setup was simple. The platform was very clear, concise, and organised. Instead of weeks of prep, the Rubies team could get a campaign live in hours.
Then came the creators. The variety impressed them.
Rubies tapped into all kinds of creators, from parents with active followings to cosplay influencers with small but dedicated fan bases.
They had room to experiment with different voices and styles, and since there wasn’t really a limit on how many people they could bring on, the possibilities kept opening up.
Some of the biggest wins even came from places they didn’t expect. Influencers, they might never have found, brought fresh perspectives and fresh audiences.
Those unexpected collabs turned out to be a big win for Rubies, bringing in content the team didn’t even see coming.
Internally, the payoff started to show:
As Helen put it:
“When we've worked with agencies in the past, it was usually a one-off around a key season; it felt like, for us, that our products weren't the star of the content, but they now are.”
For Rubies, influencer marketing wasn’t just easy; it was finally an effective way to boost brand awareness.
The results spoke for themselves.
Across four campaigns, Rubies partnered with 94 influencers who created 189 exceptional assets. The results?
That’s not just exposure. That’s brand visibility at scale. For a brand fighting to be seen as more than a supplier, it was proof that they were winning the recognition they deserved.
Even zooming in on the ‘Bring Your Character to Life’ campaign shows the impact:
Campaign after campaign, Rubies built momentum, and their audiences weren’t just seeing the costumes; they were taking notice of the Rubies brand.
For the team, these results meant newfound confidence to invest more in influencer marketing campaigns.
And confidence that their efforts were paying off in building brand awareness and consumer connection.
As Helen explains:
“A really lovely thing that The Influence Room does is that it's however many products we want to send and as many influencers as we want to accept. So we could really see the value where the more we accept, the more content we're getting and at a better value for money per campaign.”
Every campaign brings surprises, but a few creators stood out.
Take Amy Blackburn. With one post, she captured the joy that Rubies wants every fan to feel.
Her kids' excitement was infectious. Her audience loved it. And for Rubies, it was proof of the magic that happens when the right people wear the right costume, with a genuine interest.
Amy wasn’t the only winner. Rubies had a ton of families experience the adventure of dress-up, capturing real reactions and genuine delight, further pushing their brand name.
These moments all add up. Each driving reach and impressions, and helping Rubies carve out an identity as a brand people recognised and celebrated, away from just the costumes.
Rubies doesn’t treat influencer marketing as a side hustle anymore. It’s right at the heart of how they’re growing and getting their name out there.
What creators do for them goes way beyond a regular ad; they make people notice the brand, remember it, and actually have fun with it.
Looking ahead, Rubies is planning seasonal campaigns, such as Halloween. They’re using the platform to run campaigns more often, ensuring Rubies stays front of mind all year round.
The brand is shifting to a household name in the space - from background player to centre stage. With each new campaign, Rubies is cementing its identity and making sure the world knows who’s behind the costumes.
The importance of influencers? They gave Rubies their visibility...And they’re only just getting started.
Helen went on to say how important this avenue has been for them:
“It provides us with content that we can utilise across different areas of marketing, not only on our social media but for other advertising platforms, such as online, trade shows, etc.”
Now, are you looking to elevate your brand and boost awareness and recognition?
Connect with a ready-made list of perfect influencers for your next campaign and book a demo with us at The Influence Room today!
