Once Upon a Farm x Billion Dollar Boy: Influencer Awareness Campaign
Influencer MarketingBillion Dollar Boy activated 17 influencers to build parent-facing brand awareness for organic children's food brand Once Upon a Farm, generating 2.3 million impressions across 224 pieces of content.
About the campaign
Once Upon a Farm, the organic children's food brand co-founded by Jennifer Garner, John Foraker and Cassandra Curtis, had built significant distribution scale, with products in more than 22,000 stores nationwide, yet still needed to build recognition among parents at the consumer level in a competitive organic children's food category.
Billion Dollar Boy's campaign put that job in the hands of trusted parent-facing voices, deploying a roster of 17 influencers to carry the brand message into the parenting and nutrition communities where the target audience already spends time. Rather than relying on a single coordinated moment, the program was structured for frequency: each creator produced multiple pieces of content, roughly 13 posts apiece, for a total of 224 pieces across the campaign flight, giving each influencer's audience repeated exposure to the brand rather than a one-off impression.
The agency reports the campaign generated 2.3 million impressions and 76,900 engagements, which works out to an engagement level of roughly 3 percent of impressions, though platforms, formats and creative briefs were not detailed and all results are self-reported. The stated objective was awareness rather than conversion, and no sales or brand-lift data was published.
Case in 60 seconds
Once Upon a Farm, an organic children's food brand co-founded by Jennifer Garner, John Foraker, and Cassandra Curtis and distributed in more than 22,000 stores nationwide, needed to build brand awareness among parents through social and influencer channels. The specific business challenge is not described in the available source.
Parents consuming parenting and nutrition content on social media represent a natural audience for an organic children's food brand. Reaching them through trusted voices across multiple touchpoints can increase both awareness and frequency of exposure, though the source does not state this rationale explicitly.
Deploy a roster of 17 influencers, each producing multiple pieces of content, to spread the Once Upon a Farm brand message across parent-facing social communities at scale, as reported by Billion Dollar Boy.
Each of the 17 influencers produced multiple pieces of content on behalf of the brand, averaging approximately 13 posts per creator for a total of 224 pieces across the campaign. Specific platforms, content formats, and creative briefs are not described in the source.
According to Billion Dollar Boy's own case study, the campaign generated 2.3 million impressions and 76,900 total engagements. No independent verification of these figures has been identified; all results should be read as self-reported.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- 224 pieces of social content produced by influencers (format not specified)
- Social media channels (platforms not specified in source)
Partners
- Billion Dollar Boy (influencer campaign management, lead agency)
- Note: Cavu Consumer worked separately on a brand refresh including visual identity, website, and TV commercial for Once Upon a Farm — that work is distinct from this influencer campaign, per the Cavu case study
Participation mechanic
- Each of the 17 influencers produced multiple pieces of content (approximately 13 posts per creator on average), suggesting a sustained, multi-touchpoint posting schedule rather than a single coordinated moment
- Specific briefs, hashtags, calls to action, or audience participation mechanics are not described in the source
Creator role
- Content creators producing original social posts on behalf of the brand
- No distinction is made in the source between paid posts, gifted content, or organic advocacy
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Total impressions | 2,300,000 | Reach | Agency reported |
| Total engagements | 76,900 | Engagement | Agency reported |
Why Billion Dollar Boy's strategy worked
- 1
A multi-post structure per creator, averaging approximately 13 posts each across 17 influencers, produced 224 total pieces of content from a modest roster size, increasing frequency of exposure within each creator's audience rather than relying on a single impression. This is consistent with the output figures reported by Billion Dollar Boy.
- 2
For a children's food brand with wide national distribution in more than 22,000 stores, an influencer programme targeting parents on social media aligns channel with audience context — parents actively seek parenting and nutrition information in these environments, though the specific platforms used are not confirmed in the source.
- 3
A brand with notable co-founders including Jennifer Garner and former Annie's CEO John Foraker, as noted on the Once Upon a Farm website, may carry inherent credibility signals that make influencer advocacy more persuasive to a parent audience, though this dynamic is not discussed in the agency case study.
- 4
Volume-led influencer strategies can generate scale from a small creator count when each creator posts multiple times, but the absence of engagement-rate benchmarks, platform breakdown, or creator-tier data in the source makes it impossible to assess content efficiency or which creative approaches drove results.
Results
67K
Engagement
3M
Total reach
