Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

Papa Murphy's Take N' Bake: Two-Phase Influencer Traffic and Conversion Campaign

UGC Production

The Shelf built a two-phase influencer traffic and conversion campaign for Papa Murphy's across Instagram, TikTok and Meta paid media, reporting $334K+ in total purchase value.

$28.98average order value, top creator
2.66%click-through rate, traffic phase
$0.96cost per acquisition
$1.24cost per landing page view
6.6Kcustomer purchases, top creator

Case in 60 seconds

Papa Murphy's needed to increase visibility and drive revenue through influencer content across organic and paid channels, with the pressure concentrated in Q4 tentpole moments that had to carry the Everyday Value Menu, the Jack-O Pizza and seasonal limited-time offers.

The campaign appears to turn on the reading that a take-and-bake pizza is bought as a solution to a weeknight problem rather than as a treat, so content showing the empty fridge and the family dinner scramble carried more purchase intent than product photography would.

The organizing thesis was to position Papa Murphy's as the most craveable no-fuss dinner hack on the internet, with creators showing how the product fit into real life rather than filming what they ordered.

The Shelf activated nano, micro and mid-tier creators on Instagram and TikTok in a traffic phase using allowlisted content, then retargeted those audiences with conversion-optimized creative on Meta paid media built from the strongest hack and review assets.

The Shelf reports 3.8M Impressions (↑80% over goal), 71.9K link clicks, 11.6K tracked purchases via Meta Pixel, $334K+ in total purchase value and a $0.96 CPA, with @johneatscheap driving 65% of campaign sales and $192K in revenue.

Strategy Breakdown

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

Busy families and food-savvy shoppers, specifically adults aged 25-54, with emphasis on parents, meal planners and value-driven grocery buyers looking for easy wins at dinner time.
Quick-service pizza is bought for convenience while family dinner is judged on effort, so a take-and-bake product has to be shown solving the weeknight problem rather than replacing the cooking that gives the meal its meaning.
Based on the available evidence, seasonal limited-time offers such as the Jack-O Pizza carry short windows in which to build awareness and convert, which is why the work was timed to peak pizza moments from game days to the holiday season.
Papa Murphy's was positioned as the dinner hack that resolves the real-time dinner dilemma, with the Cheesy Stuffed Crust and the Everyday Value Menu presented as fresh spins on familiar options rather than as promotional offers.
The page reports that hack content and family dinner points of view drove conversion, which suggests the audience responded to demonstrations of what the product becomes at home rather than to what it looks like at purchase.

Creative & Execution System

Assets & channels

  • Instagram
  • Meta Paid Media
  • TikTok
  • IG carousel
  • Instagram Reels & Stories
  • Instagram in-feed posts
  • TikTok videos
  • UGC
  • hack content
  • hosting moments
  • lifestyle content
  • product demos

Partners

  • The Shelf (lead_agency)

Creator role

  • Emily Carriveau — creator
  • John — creator
  • Rosie Piper — creator
  • Safi — creator
  • nano, micro, and mid-tier creators across Instagram and TikTok

Results & Evidence

MetricValueResult type
average order value, top creatorWith the highest AOV of $28.98 and a 1.24% CTRrevenue
click-through rate, traffic phase2.66% CTR (traffic phase) | 0.99% CTR (conversion phase)performance
cost per acquisition$0.96 CPAperformance
cost per landing page view$1.24 CPLPV (Cost per Landing Page View) from top performer @smalltownmetraffic
customer purchases, top creatorHis TikTok review of the Cheesy Stuffed Crust pizza delivered 6.6K customer purchasesconversions
engagement rate, IG carouselSafi's IG carousel spotlighted a joyful post-dinner moment with her kids and dessert-earning an impressive 27.16% engagement rateengagement_rate
impressions3.8M Impressions (↑80% over goal)performance
landing page views22.2K landing page views during traffic phasetraffic
link clicks71.9K link clicks across traffic and conversion phasestraffic
post sharesAnd over 500 post shares.performance
purchase value, @smalltownmeShe delivered $17.8K in purchase value with an average order of $28.81revenue
return on ad spend879% return on ad spend (ROAS)roi
share of campaign sales, top creator@johneatscheap drove 65% of campaign sales - $192K in revenueperformance
share of traffic phase LPVs@smalltownme delivered 49% of traffic phase LPVs - 10.6K LPVsperformance
sticker taps43 sticker taps tracked from Storiesperformance
total purchase value$334K+ in total purchase valuerevenue
tracked purchases11.6K tracked purchases via Meta Pixelconversions
video view rate by phase13.4% → 23.84% VTR increase between phasesperformance
video views, traffic phase318K video views (traffic) | 202.9K video views (conversion)video_views

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Sequencing traffic content ahead of retargeting appears to compound creative performance, because The Shelf reports a 13.4% video view rate in phase one rising to 23.84% VTR in phase two on audiences already exposed to the first wave.

  2. 2

    Creator-product fit concentrates returns rather than spreading them, since one creator, @johneatscheap, drove 65% of campaign sales and $192K in revenue while the roster spanned nano through mid-tier.

  3. 3

    Platform choice reads as a function of content mode rather than audience size, because TikTok delivered 2x engagement against Instagram on hack and demonstration content while Instagram carried lifestyle and evergreen material.

  4. 4

    Traffic efficiency and revenue efficiency can sit with different creators, given that @smalltownme delivered 49% of traffic phase LPVs at a $1.24 CPLPV while the conversion weight sat elsewhere in the roster.

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