Submitted by HireInfluenceAgency IPI Score 52/100

#CoatYourThroat

Influencer Marketing

HireInfluence put Ricola Throat Balm into the daily routines of 18 Instagram and TikTok creators, reporting 26M impressions and a 13.17% engagement rate.

20.5MReach
62.5KClicks
26MImpressions
23M+Video views
13.17%Engagement rate

About the campaign

Ricola needed to launch Throat Balm, a new product, and make an everyday voice positioning credible for a brand consumers mentally file under sick season. Yet Ricola's own research found 30 to 50 percent of consumers use cough drops for non-sick reasons, so HireInfluence framed throat care as a proactive daily habit rather than a winter remedy, modelling it through people whose livelihoods depend on their voices.

The #CoatYourThroat idea recruited 18 micro to celebrity-tier influencers from travel, fitness and cinema, casting creators who speak, sing and perform so a functional demonstration would read as genuine routine. They published Instagram Reels, carousels and Stories plus TikTok videos, all directing audiences to a custom purchase link and holding varied formats to one message.

Anchoring the launch in Ricola's wider repositioning gave creators a specific behaviour to model, and a single call to action tied the roster together across Instagram and TikTok. HireInfluence reports 26M impressions, 20.5M reach, a 13.17% engagement rate, 62.5K clicks and 23M-plus video views. Every figure originates from the agency's own case study page, restated by a directory listing, with campaign targets, dates, market, budget and any sales or brand-lift impact undisclosed.

Case in 60 seconds

Ricola needed to launch Throat Balm, a new product, and make its everyday voice positioning credible for a brand consumers associate with being sick in winter.

Ricola's own research found that many consumers use cough drops for non-sick reasons, so throat care can be framed as a proactive daily habit rather than a remedy.

#CoatYourThroat, a call to action carried by creators who depend on their voices, showing Throat Balm as part of the routine that keeps them speaking, singing and performing.

HireInfluence recruited 18 micro to celebrity-tier influencers from travel, fitness and cinema backgrounds, publishing Instagram Reels, carousels and Stories plus TikTok videos, with a custom purchase link.

The agency reports 26M impressions, 20.5M reach, a 13.17% engagement rate, 62.5k clicks and 23M+ video views, all self-reported figures with no independent verification found.

Strategy Breakdown

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

Consumers reachable on Instagram and TikTok, approached through creators in travel, fitness and cinema whose daily lives depend on their voices.
Throat products are mentally filed under sick season, yet a large share of real usage happens when nobody is ill, in everyday moments like speaking, cheering and socialising.
Cough and throat brands compete in a compressed winter window with functional, medicinal messaging, which makes a routine-use product launch hard to place.
Ricola positioned Throat Balm as the newest expression of its everyday voice strategy, a product you use to protect your voice before problems appear.
People who rely on their voices already care for them proactively, so showing that habit through credible creators models the behaviour for everyone else.

Creative & Execution System

Assets & channels

  • Instagram Reels
  • Instagram carousels
  • Instagram Stories
  • TikTok videos
  • Campaign sizzle reel
  • Custom purchase link

Partners

  • HireInfluence (lead agency)
  • Ricola (client)

Participation mechanic

  • #CoatYourThroat hashtag call to action
  • Creators demonstrate the product inside their daily routines
  • Audiences directed to purchase via a custom link

Creator role

  • 18 influencers from micro to celebrity tier
  • Cast from travel, fitness and cinema for daily voice use
  • Routine and lifestyle storytelling around proactive throat care

Results & Evidence

MetricValueResult typeConfidence
Impressions26MMedia exposureAgency reported
Reach20.5MMedia exposureAgency reported
Engagement rate13.17%EngagementAgency reported
Clicks62.5kTrafficAgency reported
Video views23M+Media exposureAgency reported

Why HireInfluence's strategy worked

  1. 1

    Anchoring the launch in Ricola's wider repositioning, everyday proactive throat care rather than sick-season relief, gave creators a specific behaviour to model instead of a generic awareness brief.

  2. 2

    Casting people whose livelihoods depend on their voices, from travel, fitness and cinema, made a functional product demonstration feel like a genuine routine.

  3. 3

    A mixed roster of 18 creators from micro to celebrity tier let one idea deliver both scale and engagement, per the agency's reported figures.

  4. 4

    A single clear call to action, #CoatYourThroat, kept varied formats, Reels, carousels, Stories and TikTok videos, on one message.

  5. 5

    Routing audiences to a custom purchase link tied awareness content to a measurable next step, though click outcomes beyond the 62.5k figure are not disclosed.

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