The OREO x IHOP influencer marketing campaign was designed to create buzz and engagement around IHOP’s Lemon OREO Pancakes and Lemon OREO Milkshake, as part of the Pancake of the Month program. Our objective was to appoint the right “foodie” influencers to create Instagram Reels, Stories, and TikTok videos and successfully engage audiences with fun and interactive content that encouraged audience and follower participation.
The campaign goal was to raise awareness and ultimately drive foot traffic to IHOP restaurants. We measured these goals with unique links - to effectively create higher brand visibility and encourage momentous audience interaction. Across both Instagram Stories and TikTok, our initial target was to achieve a minimum of 17.3 million impressions and a 3% engagement rate.
Our idea was to collaborate with various social media influencers, from micro to macro, who we felt confident would promote the OREO flavor sensation in their own unique and persuasive ways. By sourcing talent with strong influence in the food and beverage industry and delivering the campaign outline, the strategy was simply to leverage the influencers' creativity to increase IHOP and OREO's offerings through brand awareness and engagement.
The challenge was how to capture and elucidate the delicious and irresistible OREO flavors. But our powerful, trailblazing content creators delivered well beyond our expectations! We carefully chose influencers and curated campaign messages that showcased the limited-time menu items as simply irresistible while also keeping their well-known, relatable, and likeable personalities in everyday experiences. The influencers promoted the flavorful meal options to delight new and existing IHOP customers as only a lemon infused OREO cookie flavor could do.
The influencers created polls, asked meaningful questions, and executed our vision organically and effortlessly, all while maintaining epicurean vibes that attracted and resonated with the target demographic.
The OREO x IHOP influencer marketing campaign surpassed all key performance goals, delivering outstanding results across both Instagram Stories and TikTok. The campaign exceeded set goals and expectations with 18.8 million impressions, demonstrating the content's broad appeal and reach. Similarly, the campaign outperformed its click goal of 21.2K clicks, generating 28.6K clicks - a testament to the effective call-to-action and engagement-driving strategy.
Additionally, the campaign’s engagement rates far surpassed the original target of 3%, achieving an impressive 5.86% overall engagement rate. This was particularly driven by the success on TikTok, where organic content delivered a 12.5% engagement rate, significantly above the industry benchmark of 2.6%. On Instagram, the 3.2% engagement rate for Stories also exceeded the food and beverage industry average of 1.87%, highlighting the strong resonance of the Lemon OREO menu items with the right audiences of the chosen influencers.
Users expressed excitement about the innovative flavor combo of Lemon OREO Pancakes and Milkshakes. The comments showed that viewers were curious, and the overall reception was a wave of positive conversations and a noticeable boost in enthusiasm for IHOP’s new offerings.
We encourage you to take a look at the attached campaign report document for more details on the campaign performance analytics, as well as fan engagement commentary.
