IZEA partnered with Spark Foundry to run a strategic influencer marketing campaign focused on increasing sales of Dole Wiggles Fruit Juice Gels at Walmart during the back-to-school season. Our primary objective was to not only boost sales but also enhance product awareness, with a special emphasis on capturing the attention of parents and fostering a deeper connection with the brand.
Our strategy revolved around leveraging high-quality creators with an affinity for the Lunchbox Love theme to creatively showcase how their kids enjoy snacking on Dole Wiggles Fruit Juice Gels. We launched a highly targeted paid media strategy aimed at increasing Impressions, Engagements, and Clicks, amongst frequent Walmart shoppers based on store sales data. Content was leveraged across paid media tactics on META targeting Walmart shoppers via receipt panel data. IZEA utilized a test and control methodology to measure sales lift and incremental dollars driven at Walmart stores that were served Dole Wiggles creator content vs. those that were not. IZEA’s unique methodology fully quantifies Dole’s return on investment at the store level.
Leveraging Dole Wiggles creator content in a highly conversion focused influencer strategy proved to be successful both in generating 37% Sales Lift and surpassing projected media benchmarks. The expected Sales Lift benchmark is between 2-10% indicating that this activation was extremely powerful for the brand.
The campaign drove an incremental 4.8K Units and $26,047 Purchases at Walmart, clearly demonstrating the power of targeted influencer content to increase conversions for Dole.
Beyond conversion metrics, the influencer content resonated with Walmart shoppers and drove 200K more Engagements and 500K more Impressions than IZEA historical benchmarks due to IZEA paid media optimizations and high-quality creator content.
Notably, the campaign drove nearly 5K consumers to the Walmart purchase page despite our paid media efforts primarily focused on Impressions and Engagements.
Total Engagements: 656,520
Total Clicks: 4,837
Total impressions: 7,005,956
Campaign Engagement Rate: 9.37%
