THE CHALLENGE

Gerber® was launching its Lil’ Beanies™ product and wanted to drive awareness and sales in key markets through Publix, Target, Walmart, and Kroger. The brand teamed up with Catapult and Linqia to launch a two-flight influencer marketing program designed to reach parents with authentic content that positioned Lil’ Beanies as a great nutritional snack for toddlers.

I was most impressed by the influencer content – it’s better than the kind of stuff we would put together in-house or with an agency or on our own. You can’t replicate influencer marketing’s ability to get real consumers with a good following to talk about products in their own voice.

GERBER® LIL’ BEANIES ™ BRAND MANAGER

THE SOLUTION

Gerber teamed up with Catapult and Linqia to launch a two-flight influencer marketing program designed to reach parents with authentic content that positioned Lil’ Beanies as a great nutritional snack for toddlers. Linqia matched Gerber with 324 influencers in the Parenting, Travel, Active Living, and Food verticals, all of whom had children under 24 months.

Linqia’s influencers created a series of original blog and social posts, featuring engaging stories and photos of their children enjoying the different Lil’ Beanies flavors. Both flights encouraged their audiences to visit the Lil’ Beanies landing page where they could download a rebate or digital coupon to purchase the product at one of the four select retail locations.

By the program’s end, Linqia influencers created and shared over 9,400 pieces of authentic content about Lil’ Beanies, including blog posts, photos, and social posts across Facebook, Twitter, Instagram, and Pinterest. The program content reached 56.7 million consumers and inspired nearly 260,000 clicks, social shares, likes, comments, and retweets. While active, the program helped contribute to a nearly 5% national sales lift for Lil’ Beanies.

Gerber also greatly valued the product feedback they received as a result of the program and will use the insights as it plans for the future. The brand also plans to repurpose the influencer content on its social channels, driving even greater long-term efficiencies from their investment.

THE RESULTS

  • Linqia influencers created over 9,400 pieces of original content including blog stories, recipes, photographs, and social media posts.
  • The program content inspired nearly 260,000 online engagements, including clicks, likes, comments, retweets, and shares.
  • While active, the campaign helped contribute to a nearly 5% national sales lift for Lil’ Beanies.