completed
Sparkling Beverage Brand: Kroger
A 7-week awareness campaign for a premium Italian sparkling beverage at Kroger, pairing a small curated creator roster with paid Meta amplification to make the product feel like the must-have seasonal pick.
May – Jul 2026
results
5
creators
149%
to impressions goal
106%
to engagement goal
56.0%
meta engagement rate
approach
- Recruited 5 creators against a Kroger-shopper, elevated-hosting content brief, each delivering 1 Instagram Reel + 4 Story frames or 1 TikTok.
- Paired organic creator content with paid Meta amplification (3% bonus added-value media) driving to the product page on Kroger.com.
- Briefed creators to pair voiceover narration with on-screen captions, calling out premium ingredient details while keeping the retail tie-in clear.
channels
InstagramTikTokMeta Paid SocialCreator Recruitment
key learning
Organic actually outperformed paid on Instagram: 69% of Instagram engagement came from organic posts vs. 31% paid, and the single strongest post was 100% organic. The read: authenticity, not media weight, drove results here, which reshaped the recommendation for the next wave toward seeding organically first, then putting paid budget behind the proven winners.