The Challenge

The Nestlé® Toll House® story begins with chocolate chip cookie inventor Ruth Wakefield, who ran the successful Toll House restaurant in Whitman, Massachusetts. One day, while baking a batch of Butter Drop Do cookies, Wakefield broke a bar of Nestlé semi-sweet chocolate into tiny pieces and added them to the dough expecting to create a chocolate cookie. Instead, the semi-sweet bits held their shape and softened to a delicate creamy texture. Wakefield’s “Toll House Crunch Cookie” recipe was published in a Boston newspaper and quickly became the trending cookie recipe everyone was baking. Realizing a way to make the Wakefield’s Toll House cookie recipe easier for bakers, in 1939, Nestlé scored its semi-sweet chocolate bars into 160 right size pieces especially for Nestlé Toll House cookies. Shortly after, the familiar ready-to-use teardrop shaped “morsels” were introduced. The Nestlé Toll House name has become synonymous with American baking and family traditions, and is beloved by expert chefs and beginner home bakers alike.

Nestlé Toll House wanted to increase their market share by shifting the perception of their brand to one that’s fun, modern and creative. They felt limited by achieving this through traditional advertising and that they needed authentic voices to convey this message. Nestlé Toll House partnered with Linqia on a program designed to achieve this through original stories and content created by scores of influencers simultaneously. Over the course of four flights, Linqia’s influencers, created original stories featuring recipes and photography with Nestlé Toll House Morsels® and Nestlé Toll House Cookie Dough®. These stories drove traffic to Nestlé landing pages where consumers could learn more fresh recipes and locate retailers to purchase Nestlé Toll House products.

Nestlé Toll House’s primary goal was to build a treasure trove of content that they could repurpose to further amplify and reinforce that image. The quality of the content was tracked and measured by the Linqia Platform so that the Nestlé Toll House Brand Managers knew exactly which pieces of content performed best.

“We loved the stories (recipes) so much we want to have our kitchen test them and post them on”

Nestlé Toll House Brand Marketing Manager

The Solution

Nestlé Toll House was thrilled by the professional quality of the influencers recipes and photography, including some of the novice Parenting influencers. A number of influencers pushed beyond the boundaries of baking and created savory cooking recipes, like mole, a chocolate-based Mexican meat sauce. Nestlé Toll House has repurposed the top performing pieces of influencer-generated content on Nestlé Toll House digital properties from each flight of the program. Their influencer audiences found the confection creations to be irresistible as well. Linqia’s influencers drove 31% more traffic than the program goal to the Nestlé Toll House landing pages, the influencers created nearly 4,000 original blog stories, social media posts, recipes, and photographs – 53% more stories and social posts than Nestlé Toll House expected – and the audiences engaged with the content 956% over what was projected.

The Results

  • Instagram posts from this program received 5x more engagement than an average Instagram post.
  • The Nestlé Toll House influencer content was engaged with 74,365 times over the course of the 2015 Storybook flights.
  • Linqia stories surfaced in the first page of search results of Google.
  • Nestlé Toll House shared Linqia influencer content on their official Instagram, Facebook, and Pinterest channels.