Milo's Famous Sweet Tea | #MilosMomentMakers Influencer Program
Cercone Brown Company built a year-long creator program for Milo's Famous Sweet Tea that generated 6.3M+ impressions across Instagram and TikTok.
Case in 60 seconds
Milo's was beloved locally but national awareness remained low, and a lean marketing team was running sporadic influencer posts with no long-term strategy for building authentic connections or sustained engagement with new audiences.
The campaign appears to turn on the reading that a regional beverage earns national familiarity through repetition inside ordinary domestic occasions, because a drink becomes a habit when audiences see it inside recipes, celebrations and family stories rather than inside product claims.
#MilosMomentMakers organized the work around "Milo's Moments", seasonal concepts that integrated the brand into personal stories, recipes and family celebrations so that consistent exposure over a year built affinity rather than a series of disconnected posts.
Five creators on Instagram and TikTok, selected for resonance with the values of family, friendship and savoring everyday moments, produced seasonal "Milo's Moments" content after an immersive brand experience in Birmingham, Alabama, where they toured the production plant, met third-generation CEO Tricia Wallwork and took part in hands-on tastings, while the agency handled strategy and network development, contract negotiations and onboarding, trip planning and hosting, content briefing and creation management, and performance tracking and optimization.
Cercone Brown Company reports 6.3M+ impressions across Instagram and TikTok including a standout viral post, 271k+ engagements with 43k saves and 29k shares, goals exceeded by 4x, a 7.6% average engagement rate, and 61 sponsored posts unlocking an estimated $25K in organic value.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
- recipes
- seasonal content
- sponsored posts
Partners
- Cercone Brown Company (lead_agency)
Creator role
- Five creators on Instagram and TikTok
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average engagement rate | achieving a 7.6% average engagement rate | engagement_rate |
| engagements | Drove 271k+ engagements , including 43k saves and 29k shares- exceeding goals by 4x and achieving a 7.6% average engagement rate | engagement_rate |
| estimated organic value | unlocking an estimated $25K in organic value through unpaid influencer amplification | creators_count |
| goal overachievement | exceeding goals by 4x | performance |
| impressions across Instagram and TikTok | Generated 6.3M+ impressions across Instagram and TikTok , including a standout viral post that amplified reach | impressions |
| saves | including 43k saves and 29k shares | performance |
| shares | including 43k saves and 29k shares | performance |
| sponsored posts activated | Activated 61 sponsored posts , unlocking an estimated $25K in organic value through unpaid influencer amplification | content_pieces |
Why Cercone Brown Company's strategy worked
- 1
A small creator roster held for a full year appears to do more for an unfamiliar regional brand than a wider one-off buy, because five creators on Instagram and TikTok returning seasonally give an audience repeated exposure from a face it already trusts.
- 2
Casting on value fit rather than reach reads as the mechanism behind the 7.6% average engagement rate the agency reports, since creators chosen for family, friendship and everyday moments were being asked to make content their audiences already came to them for.
- 3
An origin trip appears to function as content raw material rather than hospitality, because a plant tour, a meeting with the third-generation CEO and hands-on tastings give a creator first-hand detail that a written brief cannot supply.
- 4
Saves and shares, reported at 43k and 29k, suggest that recipe and celebration formats earn a second life in an audience's own planning, which is a different and longer-lived outcome than the impression count alone would show.