Philadelphia Protein Instagram Creator Recipe Posts
Influencer MarketingTRIBE ran an Instagram creator campaign for Philadelphia Protein in which creators posted healthy meal and snack ideas, and the agency reports a 3.21% engagement rate.
Case in 60 seconds
Philadelphia Protein needed to be seen as an ingredient for healthy meals and snacks, which is hard for a cream cheese that audiences already know as a familiar spread rather than a protein source.
The brief treats creators' own routines as the proof, because a new use shown fitting into a real lifestyle persuades food audiences more than a brand claim about protein would on its own.
TRIBE built the campaign around creators experimenting with new ways to use Philadelphia Protein, so the product was shown being cooked with in many settings rather than described in a single advertisement.
Creators submitted 34 Instagram posts showing healthy meals and snacks made with Protein PHILLY, shot as foodie content in bright, fresh colours, with captions mentioning more protein with the classic Creamy PHILLY taste.
TRIBE reports a 3.21% engagement rate and 25,511 likes and comments across creators with 794,965 combined followers, at an average cost per engagement of $0.22, alongside positive audience comments printed on the page.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- TRIBE
Results & Evidence
| Metric | Value |
|---|---|
| Likes & Comments | 25.5K |
| Average CPE | $0.22 |
| Creator Posts | 34 |
| Combined Followers | 795K |
Why TRIBE's strategy worked
- 1
A brief that fixes one caption message while leaving the recipe open gives a product launch many different demonstrations, because every post carries the same claim while showing a different use.
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
