Gerber® Lil’ Beanies™
GERBER® LIL’ BEANIES ™ BRAND MANAGER
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 generated 158 million potential impressions 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.
let’s work together
We know that the influencer space can be overwhelming, but it’s a must-have for every brand looking to scale in today’s social media space. Want a local tour guide to lead your brand through the complexities of the influencer ecosystem and come out on top? Look no further than Linqia. Click here to request a custom influencer marketing campaign consultation today.