The Objective
Eggcellent evergreen content
Eggland’s Best eggs come from hens that are fed a unique, wholesome, all-vegetarian diet that never contains animal by-products or recycled food.
When considering business objectives, Eggland’s Best wanted to focus on two primary campaign goals: Reaching their audience and sourcing evergreen content — with one caveat top of mind: Simply having influencers showcase recipes using the brand’s eggs wasn’t going to be enough. Rather, it was key to have creators convey the unique attributes of Eggland’s Best eggs — they’re better tasting and more nutritious than an ordinary egg due to Eggland’s Best hens enjoying a proprietary wholesome, all-vegetarian diet.
With the “New Year, New You” mindset of stepping into healthier habits, Eggland’s Best saw the perfect opportunity to help consumers on their wellness journey. For this New Year campaign (#NewYearBetterWithEB), the brand sought to connect with their audience genuinely through creator partners — enhancing their understanding of the difference between an Eggland’s Best egg and an ordinary one. After all, if you are what you eat, why not eat better in the New Year with Eggland’s Best?
The Solution
Later Makes Influencer Collaboration & Content Generation Easy
Goodbye, one-off activations
Before Later Influence, influencer marketing at Eggland’s Best relied on one-off partnerships or more expensive content production. By leveraging the platform alongside support from Later’s Services team, the brand team built a scalable influencer program — all built on a shared understanding of the business and campaign goals.
Because of these stronger influencer-consumer relationships, Eggland’s Best is now even closer to their customers and generated a collection of 233 pieces of content with long-term value. The Eggland’s Best team has been able to repurpose this content across various platforms such as their website, organic social, and paid advertising.
“In Later, Eggland’s Best has a partner we can turn to if we have a question or maybe a collaboration opportunity we’re working on that is a little unpredictable — We can work through that together to produce amazing content, deliver reach/engagements, and drive real results for Eggland’s Best.”
Matt Seubert
Director of Digital Marketing, Eggland’s Best
Streamlined content creation
Eggland’s Best easily sources the right creator partners and approved content all within one platform. By focusing on finding creators to produce recipes that can live indefinitely on the brand’s channels and the influencers’ own feeds, they achieved a true evergreen model. Eggland's Best can also repurpose content to be used in paid or organic advertising year after year.
Later’s influencer search tool helped Eggland’s Best reach the campaign’s target audience through deeper connections developed with creators they otherwise might have had to source through paid media. This influencer content resulted in 5.8M impressions and next-level engagement as consumers shared their excitement for the brand — a hugely valuable result of this program.
Growing reach across networks
Eggland’s Best had two primary target audiences: 1) women ages 55+ and 2) Millennial moms. Meta led the way in generating large-scale reach and engagement with these audiences across Facebook and Instagram.
Alongside these two platforms, tailored to each audience, the brand knew that both groups often found recipes on Pinterest, so they wanted some of their creator partners to generate recipe-focused Pins showcasing Eggland’s Best. By activating creators across all three of these channels, the brand was able to generate a variety of inspiring content and reach their two target audiences.
The Results
Authentic Reach + Content Variety = Winning Results
24
Influencers
233
Pieces of Content
5.8M
Impressions
40K+
Engagements
7.9x
Industry Engagement Benchmark (Pinterest)
With this evergreen model at the forefront of their influencer marketing strategy, alongside easy campaign management with Later Influence and Later’s Services team, Eggland’s Best achieved their campaign goals. Not only did the brand reach consumers in a fun, relevant way, but they developed evergreen content that will be leveraged repeatedly for future marketing initiatives.s
“We know we can make use of content for sometimes years to come because of the relationships we have with influencers and perpetuity rights. There’s metrics, the reach, and impressions, then there’s the excitement when we get back content that fits the brand and moment perfectly… that we can repurpose within our networks and with our partners.”
Matt Seubert
Director of Digital Marketing, Eggland’s Best