The Objective
A collaboration leveraging creators
Mondelēz International was ready to upgrade its marketing mix to support its Trident Gum products in 7-Eleven stores. Phoenix Creative was tasked with creating an influencer marketing campaign to drive impressions and clicks to the online 7-Eleven Store Locator, plus drive TRIDENT Pocket Packs purchases.
To accomplish this, Phoenix Creative and Mondelēz International worked with Later to develop their influencer marketing strategy and execute this campaign.
The primary challenge was to accomplish all of this with half of the budget that was initially expected. With tight deadlines and stringent brand requirements, the Later team knew that clear communication, direction, and negotiations would be vital to this campaign's success.
The Solution
A family-friendly influencer campaign
The ideal creators
Phoenix Creative and Mondelēz International sought to target the on-the-go lifestyle creator for this activation and knew that they wanted the campaign to highlight authentic, youthful content targeting Gen-Z and Millennial convenience store shoppers. The creator partners needed to have a history of wholesome, family-friendly content that avoided any references to politics, nudity, alcohol, or smoking.
With this in mind, Later sourced a group of creators of the same age who fell into the micro-influencer - which has between 10,000-50,000 followers — and macro-influencer — which has between 500,000-1,000,000 followers - tiers. Both of these influencer segments are known to reach a diverse audience while still authentically representing their niche interest. They're also often trusted more by their followers and thus are viewed as an ideal social proof model by marketers.
The teams working on this program collectively decided to focus on influencers specifically active on both Instagram and TikTok.
These two highly visual platforms, which are popular among active Gen Z and Millennial creators and shoppers alike, were determined to be the perfect channels to drive buzz and awareness for Trident Pocket Packs.
A strategy built on teamwork
Once the cohort was sourced and briefed, the creators had their mission:
- Produce high-quality, engaging content.
- Drive Trident Pocket Pack purchases at 7-Eleven.
- Highlight an exclusive 7Rewards app offer to buy two TRIDENT Pocket Pack products and receive $1 off in exchange.
Phoenix Creative and Mondelēz International knew that with the best content, which was fueled by a detailed mood board and brand guidelines, they would be able to successfully achieve their goals.
The Services team at Later provided strategic input before and during the campaign launch and supported the program through the influencer sourcing process. This included everything from initial outreach, curating the influencer application, negotiating with influencers, coordinating draft reviews, arranging reshoots when necessary, and finally, executing the campaign's paid social amplification strategy.
Negotiation was the most critical step, with Later leading the charge and facilitating this process with guidance from the brand team. Because of the negotiated rates, the campaign was able to activate a larger group of creators despite the reduced overall budget.
The Results
Refreshing results for Trident
70
Pieces of Content
1.7M
Total Impressions
7.7%
Average Engagement
117.4k
Total Engagements
5.2k
Clicks Generated in Total
$6.11
Avg Cost Per Click
In the end, micro- and macro-influencers produced 70 pieces of content across both Instagram and TikTok, focusing on Trident Pocket Packs available for purchase at 7-Eleven.
Collectively, these creators drove 1.7 million total impressions and 117,400 total engagements, resulting in a 7.7% average engagement rate for in-feed content. With 5,200 clicks generated in total, the campaign earned an average cost per click of $6.11 for organic and paid content.