Submitted by TRIBE

I'll Bring Dessert

TRIBE ran the I'll Bring Dessert influencer campaign for Nestlé Sweetened Condensed Milk, collecting 22 creator posts that reached a combined follower base of 1,044,035.

Average CPE 0.19 $0.25 0.34average cost per engagement
Combined Followers 1,044,035combined followers
Creator Posts 22creator posts
Engagement 1.90%engagement rate
Likes & Comments 19,797likes and comments

Case in 60 seconds

Nestlé Sweetened Condensed Milk is a single-purpose pantry product whose appeal depends on people knowing what to make with it, so the brand needed demonstrated uses rather than product messaging.

The campaign appears to turn on Christmas baking being a moment when home cooks actively seek recipes, so a tin bought for one use becomes worth showing when the occasion supplies the reason to bake.

I'll Bring Dessert asked creators for their own Christmas sweet creations featuring the product, making the organizing thesis the recipe somebody brings to a gathering rather than the ingredient itself.

TRIBE briefed creators to submit posts sharing inspirational Christmas desserts, pairing recipes with high-quality images featuring NESTLE Sweetened Condensed Milk, and the campaign returned 22 Creator Posts from a group whose audiences totalled 1,044,035 combined followers.

TRIBE reports 22 Creator Posts, 19,797 Likes & Comments and Engagement of 1.90% against Combined Followers of 1,044,035, with Average CPE listed as 0.19, $0.25 and 0.34.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Christmas baking is a moment when home cooks compete for the same attention with broadly similar desserts, so a brand entering it needs creators whose recipes stand as their own rather than as brand messaging in a seasonal wrapper.
Sweetened condensed milk is bought for a specific recipe rather than on its own merits, which means demand depends on people holding a use for it, and the page positions the brief around supplying those uses.
Based on the available evidence, Nestlé positioned the product as the ingredient behind other people's Christmas creations rather than as the subject of the post, since the brief asked for sweet creations featuring the product.
The campaign appears to rest on recipe-seeking behaviour at Christmas, because an inspirational image paired with a method is something a viewer can act on immediately, which is what turns a scroll into a purchase occasion.

Creative & Execution System

Partners

  • TRIBE (lead_agency)

Participation mechanic

  • Creators took part by submitting their own Christmas dessert posts, supplying a recipe and an image featuring the product, so the campaign was assembled from entries rather than from a set of commissioned executions.

Creator role

  • moreicingthancake — creator
  • staceyrose_photography — creator
  • themigonikitchen — creator

Results & Evidence

MetricValueResult type
average cost per engagementAverage CPE 0.19 $0.25 0.34engagements
combined followersCombined Followers 1,044,035performance
creator postsCreator Posts 22content_pieces
engagement rateEngagement 1.90%engagement_rate
likes and commentsLikes & Comments 19,797performance

Why TRIBE's strategy worked

  1. 1

    Asking for a recipe as well as an image gives a brand content with a use attached, which matters more for an ingredient than for a finished product because the purchase depends on the buyer already having a plan for it.

  2. 2

    The creator sentiment TRIBE selected praises versatility rather than the Christmas occasion, which suggests a seasonal brief can surface year-round product arguments while the seasonal moment supplies the reason to post.

  3. 3

    A campaign of 22 posts reaching audiences totalling 1,044,035 combined followers and 19,797 likes and comments shows that engagement at this scale comes from the number of creators recruited rather than from any single large account.

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