Own Brands creator-led social strategy

Albertsons wanted its Own Brands to stand out in a grocery category that Linqia describes as a sea of sameness. The goal was to establish a social presence and connect with key audiences. Rather than centering the work on a single post or launch, the agency described a creator-led social strategy with separate roles for content production, audience growth, ongoing community activity and the introduction of the Overjoyed brand.

Nano and micro creators produced content for the brands’ Instagram handles at scale. Macro and mega creators with consistently high engagement took part in giveaways and collaboration posts intended to attract followers to the Own Brands accounts. Linqia also implemented community management and commissioned reactive creator content around timely trends. For the Overjoyed launch, it partnered with Tia Mowry to generate excitement and attention, adding a celebrity role to the wider creator program.

This structure placed creators inside the brands’ social activity rather than treating every partnership as an isolated campaign. Linqia reports working with more than 75 creators in less than two years, alongside 15 campaigns and 15 giveaways. Those are activity counts, while the reported audience outcomes were 18K+ Instagram followers gained across handles and engagement rates as high as 30%. The source supports those reported results, but does not provide a handle-level breakdown, an average engagement rate or independent verification.