Nestlé Toll House wanted to increase their market share by shifting the perception of their brand to one that’s fun, modern and creative. They wanted authentic voices to convey this new message and felt limited in their ability to do so through traditional advertising.
“We loved the stories (recipes) so much we want to have our kitchen test them and post them on VeryBestBaking.com.”
Nestlé Toll House Brand Marketing Manager
Nestlé Toll House partnered with Linqia for a four-flight influencer marketing program designed to create a treasure trove of original stories, recipes, and photography featuring Nestlé Toll House Morsels® and Nestlé Toll House Cookie Dough®. The brand planned to repurpose the influencer content to further amplify and reinforce its new image. Influencers encouraged their audiences to visit Nestlé’s landing pages to find more original recipes and locate local retailers to purchase Nestlé Toll House products.
Linqia’s influencers created nearly 4,000 original blog stories, social media posts, recipes, and photographs – 53% more pieces of content than expected – and drove 31% more traffic to the landing pages than the program goal. Consumers engaged with the content 956% more than anticipated, proving the content resonated with the audience.
- Instagram posts from this program received 5x more engagement than the average Instagram post.
- Consumers engaged with influencer content over 74,300 times.
- Linqia’s influencer content surfaced on the first page of Google search results.
- Nestlé Toll House shared Linqia influencer content on their official Instagram, Facebook, and Pinterest channels.