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Customer Case Studies

Kroger Performance Marketing

How Kroger Precision Marketing scaled its influencer program to over 300 campaigns in 1 year.

Woman poses with bottle of Snapple next to Kroger logo
Woman poses with bottle of Snapple next to Kroger logo

At a Glance

  • 302

    Influencer Campaigns

  • 5.4k

    Pieces of Content

  • 110m

    Total Impressions

  • 2.3m

    Total Engagements

  • 3.21k

    Hours Saved

Later Influence™

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The Objective

Overcoming changing preferences & competition

Kroger Precision Marketing, powered by 84.51°, taps into purchase data from 60 million households from 2,800 stores in 35 states to create holistic campaigns across an expanded digital ecosystem. The offerings include on-site advertising on, co-branded digital media across the Web, and a word-of-mouth platform which reaches Kroger's most loyal customers with new products to better understand customer opinions and acquire user-generated content.

Faced with changing consumer preferences for out-of-home food and dining experiences and increasing competition from e-commerce grocery retailers like Amazon, Kroger kicked off its Restock Kroger Plan in 2018.

The Solution

The "Restock Kroger" initiative

The Restock Kroger Plan is an accelerated three-year strategic plan designed to leverage data and technology around pricing, personalized communications with customers, and changes to its product assortments to deliver an elevated customer experience online and in-store.

As a part of this initiative, KPM wanted to launch co-branded influencer marketing programs at scale that leveraged multiple channels to connect with customers, delivering against key objectives such as accelerating the impact of new product launches, amplifying in-store promotions, or driving long-term sales growth.

Woman influencer in boho hipster outfit holding bag of Doritos Flamin Hot Nachos taking a bite of a Dorito
Man influencer eating Doritos lying down on floor scattered with Doritos holding two bags of Doritos Flamin Hot Nachos
Woman influencer in tropical location holding Dorito over left eye and bag of Doritos Flamin Hot Nachos in right hand
Posts from PepsiCo Macro and Micro Influencer Campaigns

Three campaign goals

This campaign had three main objectives:

  • Scale Content to Drive Inspiration & Discovery: Generate high volumes of influencer content that drives discovery across digital platforms and meets the functional, emotional and inspirational needs of the Kroger customer.
  • Create Differentiated Experiences through Content Curation: Curate content across Kroger-owned properties to develop customized experiences for key customer segments, including targeted recipes and promotional offers.
  • Increase Campaign Scale to Create an Alternative Revenue Stream: Develop a competitive co-branded influencer marketing offering for CPGs to drive intent, preference and traffic at Kroger stores.

Later Influence™

Turn influencer marketing into your #1 revenue generator.

Book a Demo
Influencer in sun hat looking down surrounded by pink flowers on a sunny day holding a diet Snapple drink on top of her head
Woman influencer in a field of yellow flowers at sunset with her right arm straight up holding a Snapple drink
Close up of beach accessories - sunglasses, straw hat, purse and bathing suit and a bottle of Bai antioxidant infusion drink
Posts from Keurig Dr. Pepper Micro-Influencer Campaign

The marketing strategy

To deliver on its core objectives to drive inspiration and discovery, create differentiated experiences, as well as develop an alternative revenue stream, KPM developed an always-on influencer marketing strategy around five core content initiatives:

  • Product Content
  • Recipe & Video Content
  • Complementary Products
  • Personal Stories
  • User-Generated Content

Macro-influencers were activated on a scale of 5-50 influencers per campaign to create original blog and video content that was then shared across social platforms. Micro-influencers were activated on a scale of 100 – 200 influencers per campaign to create original posts and stories on Instagram.

High-performing influencer-generated content was then amplified via paid social and across Kroger's owned media assets (ie. owned social, brand website, and email).

The Results

300+ successful campaigns

Working with Later Influence, Later’s influencer marketing platform, Kroger Performance Marketing scaled to 302 co-branded influencer marketing campaigns – with 5.4K influencer posts published on Instagram, Pinterest, Facebook, and blogs – in one year.

Key campaign results next to image of woman influencer holding a bag Oreo Thins Bites


Influencer Campaigns


Pieces of Content


Total Impressions


Total Engagements

These campaigns resulted in:

  • 110 M impressions and 2.3 engagements earned on influencer content;
  • 3,210 hours saved using Later's platform for influencer activation and measurement; and
  • $183k content production cost savings.


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