Peelz Citrus TikTok and Instagram Creator Campaign
Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

Peelz Citrus TikTok and Instagram Creator Campaign

UGC Production

The Shelf Influencer Marketing Agency ran a 28-creator TikTok and Instagram campaign repositioning Peelz Citrus mandarins for adult snackers, reporting 1.7M total engagements.

41.1MTotal Impressions
1.7MTotal Engagements
$1.84Paid CPM
4.58%Paid Blended ER

About the campaign

Peelz Citrus worked with The Shelf Influencer Marketing Agency and its creators to reach 1.7M engagements for its mandarins. Peelz Citrus wanted to move beyond the wholesome family snack story around mandarins. Its goal was to reposition the fruit as a bold, modern snack for adults.

From November 2023 through May 2024, the agency activated 28 creators across TikTok and Instagram, from micro to mega tiers. Each creator worked under one of three pillars, Unapologetically Bold, Influencers with a Bit and Outside the Box. Named creators included @360val, @itskimtish, @kelladactyl and @akana_official. Organic posts came first, then allowlisted ads ran through Meta's Advantage+. The work produced 113 posts, which was 145 % of scoped assets.

The agency reports 41.1M total impressions across TikTok and Instagram. Engagement rates reached 2.52 % on Stories, 2.54 % in feed and 1.37 % on TikTok. Allowlisted ads drew 19,263 link clicks. Stories alone produced 53,680 link clicks and 3,463 sticker taps. Paid media ran at a 0.06 % CTR, a $1.84 CPM and a 4.58 % blended engagement rate. Advantage+ cut CPM by 26 % and lifted CTR by 17 %. Of all videos, 69 % beat impression benchmarks. Top posts drew 2.33M TikTok impressions for @akana_official, 3 million impressions for @kelladactyl and 1.2M views for @itskimtish.

Case in 60 seconds

Mandarins were sold as a wholesome family snack and a lunchbox staple, so Peelz Citrus had to reposition a fruit tied to children as a bold, modern snack for adults in a sleepy grocery aisle.

Digital-first women aged 25-44 discover products through social content and buy from brands that make them feel seen, so humor and personality carried more weight with them than polished produce imagery.

Peelz was cast as citrus with a personality, and The Shelf split the brief into three creative pillars, Unapologetically Bold, Influencers with a Bit and Outside the Box, each giving creators a different register.

Creators were briefed in groups of 28 across TikTok and Instagram under the three pillars, producing skits, transitions and DIY edits as Reels, Stories and TikToks, while allowlisting moved the strongest posts into Meta's Advantage+ paid placements.

The Shelf reports 41.1M impressions and 1.7M engagements, with allowlisted ads running at a $1.84 CPM and a 4.58 % blended engagement rate, while Instagram Stories reached a 2.52 % engagement rate.

Strategy Breakdown

Adult shoppers, Millennials and Gen Z, with a focus on digital-first women aged 25-44 who discover new products through social content and are drawn to humor, aesthetics and authenticity over polish.
Mandarins were framed as a children's lunchbox snack, so a produce brand seeking adult buyers had to change how the whole fruit category was seen before Peelz itself could stand out.
Peelz was positioned to behave like a creator itself, with a voice of color, confidence and humor that let it sit inside social feeds as lifestyle content instead of grocery advertising.
The target shoppers find new products through social content and respond to humor and aesthetics over polish, so creator-made, personality-led short video was the natural point of discovery for them.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • The Shelf Influencer Marketing Agency

Creator role

  • Val — creator
  • Michelle Norris — creator
  • Kimberly Anne — creator
  • Dani Dazey — creator
  • Kelli Erdmann — creator
  • Akana — creator
  • Khris Bajis — creator
  • diazzee — creator
  • jane — creator
  • maioka.co — creator

Results & Evidence

MetricValue
Total Impressions41.1M impressions
Total Engagements1.7M engagements
Paid CPM$1.84 CPM
Paid Blended ER4.58%
IG Organic Impressions10M+ impressions
IG Organic Engagements298K engagements
IG Stories ER2.52%
In-Feed ER2.54%
TikTok ER2.54%
Allowlisted Ad Clicks19.3K link clicks
IG Stories Link Clicks53.7K link clicks
IG Stories Sticker Taps3,463 sticker taps
Paid CTR0.06% CTR
CPM Reduction (Advantage+)26%
CTR Lift (Advantage+)17%
Videos Above Benchmark69% of videos
TikTok Impressions2.33M impressions
Reel Impressions3M impressions
Scoped Assets Delivered145%
Creators Activated28 creators

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Comedic edits outperformed traditional lifestyle posts on engagement, which supports briefing creators for tone in a low-interest category, because a piece of fruit gives an audience little reason to stop scrolling on its own.

  2. 2

    Running organic creator posts first and allowlisting the ones audiences favored lets paid spend follow content that has already earned attention, which is how Meta's Advantage+ turned organic signals into a $1.84 CPM here.

  3. 3

    Stories became the unexpected lead format at a 2.52 % engagement rate, because quick, playful taps matched the brand's tone, so a brand with a light voice should plan Stories into creator deliverables from the start.

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