completed
Protein & Wellness Brand: Walmart
A 7-week influencer program built to position a protein & wellness brand as the trusted choice at Walmart, pairing Instagram and TikTok creators around a health/fitness-focused recruitment brief.
May – Jul 2026
results
12
creators
48
pieces of content
79.8K
impressions
61.4K
engagements
approach
- Recruited 12 creators (6 Instagram, 6 TikTok) against a health/fitness content brief: 18–35, 50K–250K followers, 2%+ IG / 3%+ TikTok engagement rate.
- Briefed 1 Instagram Reel + 4 Story frames per video creator, 1 TikTok per TikTok creator, plus a high-quality static asset from every creator (48 pieces from 12 people).
- Anchored every asset in real-life routine moments (workouts, family life) with a clear, low-friction "easy to find at Walmart" callout.
channels
InstagramTikTokCreator RecruitmentShopper Marketing
key learning
Follower count wasn’t the main driver: the top Instagram performer was mid-range on followers but won on relatability. Upbeat, high-energy content that showed the product fitting into an everyday routine outperformed more aspirational posts. That "realistic routine fit" read became the throughline for the next brief.