New York Bakery Bake It or Make It Creator Campaign
Influencer MarketingIZEA ran the Bake It or Make It creator campaign on TikTok and Instagram for New York Bakery's Texas Toast, and reports an +11.40% sales lift at Walmart.
Case in 60 seconds
New York Bakery needed to accelerate awareness and conversions for its Texas Toast at Walmart, so the work had to move busy parents from noticing the product to carting it rather than stopping at recognition.
Weeknight dinner is a recurring source of pressure for busy parents, so the campaign turns on relief rather than indulgence, because IZEA frames Texas Toast as a low-stress meal solution for an everyday routine.
Bake It or Make It positions Texas Toast as a shortcut inside everyday dinner routines, with creators presenting it as a relatable, low-stress meal solution for busy parents rather than as a standalone product.
IZEA activated six creators to share relatable, low-stress meal solutions for busy parents across TikTok and Instagram, and the agency amplified that creator content through what the page calls a strategic paid social approach.
IZEA reports over 33 million engagements, 308,000+ product cartings and an 11.40% sales lift at Walmart, which ties the creator and paid social work to a retail result rather than to engagement alone.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- IZEA
Results & Evidence
| Metric | Value |
|---|---|
| Engagements | 33M engagements |
| Product Cartings | 308K+ product cartings |
| Walmart Sales Lift | 11.40% sales lift |
Why IZEA's strategy worked
- 1
Pairing creator content with paid social amplification lets a retail campaign pursue awareness and conversion together, because the paid layer carries each creator's demonstration further than six creators' own channels would.
- 2
Framing a grocery product as relief from a recurring chore gives creators a relatable story to tell, because a low-stress dinner solution connects the product to a routine problem rather than to a feature list.
- 3
Reporting product cartings and a retailer sales lift alongside engagements connects creator work to the shelf, so a single named retailer such as Walmart makes the commercial outcome easier to read.
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
