ROAR Organic Drink Out Loud Creator Program
Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

ROAR Organic Drink Out Loud Creator Program

Influencer Marketing

The Shelf Influencer Marketing Agency ran a three-year creator program for ROAR Organic across TikTok and Instagram, growing annual impressions to 11.3M in 2024.

11.3MTotal Impressions
4%Engagement Rate
61.6%Top Post ER
2.5M+Paid Reach

About the campaign

ROAR Organic ran a three-year creator program with The Shelf Influencer Marketing Agency that reached 11.3M total impressions in 2024. The brand sells low-sugar, low-calorie hydration with vitamins and electrolytes at Whole Foods, Publix and Sprouts. It wanted to be the go-to choice for socially conscious, active women aged 26-41.

Micro-creators opened in 2022 with humor and lifestyle hooks for the Whole Foods launch. In 2023, the agency sorted creators into four pillars: Arts, Active, Wellness and Social. A Jess Sims × LA flavor launch event in 2024 produced hundreds of short-form assets. Creators posted TikTok videos and Instagram in-feed posts and Stories, with allowlisting on TikTok and Meta. Named creators include Mac Joseph, Sarah Naini, Molly Garcia, Enah, Hailey Peterson, Khris Bajis, Josh Dixon and Angie Nicole.

The agency reports 5.7M impressions in 2022, which was 135% to goal. In 2023, impressions reached 6.9M with a 4% engagement rate, about 2× benchmarks. The 2024 program delivered 11.3M impressions, a 6.04% Instagram in-feed engagement rate and 2.5M+ paid reach. Paid amplification on TikTok and Meta added 3.3M+ incremental impressions. Mac Joseph's top post hit a 61.6% engagement rate, and Sarah Naini drove 87.4% of TikTok engagements. Molly Garcia earned an 8.66% engagement rate on TikTok, and one Enah post reached 53%. The Social & Leisure pillar contributed 22.5% of total campaign engagement.

Case in 60 seconds

ROAR Organic sold low-sugar, low-calorie hydration with vitamins and electrolytes through Whole Foods, Publix and Sprouts, yet the sameness of the hydration category made it hard for the brand to break through to active women.

Active, wellness-minded women aged 26-41 take a hydration habit more readily from a creator whose humor they already follow, because a funny, human post feels like a friend's routine and not a label claim.

The Shelf built ROAR a multi-year creator program instead of a series of one-off campaigns, so each year's casting, content pillars and paid allowlisting carried forward what the previous year had proven.

Micro-creators led with humor on TikTok videos and Instagram posts and Stories in 2022, four pillars (Arts, Active, Wellness, Social) organized the 2023 roster, and a Jess Sims × LA flavor launch in 2024 fed TikTok and Meta allowlisting.

The Shelf reports impressions rising from 5.7M in 2022 to 6.9M in 2023 and 11.3M in 2024, alongside a 4% engagement rate in 2023, a 6.04% Instagram in-feed engagement rate and 2.5M+ paid reach.

Strategy Breakdown

Socially conscious, active women aged 26-41, along with wellness and lifestyle communities.
Hydration drinks look and sound alike, so a low-sugar, electrolyte-packed brand needed a voice of its own, which is why the program paired health claims with humor from its first year.
ROAR was cast as an everyday companion for active, social lives, which explains why creators showed it at events, on bikes and outdoors across seasons and not only in workout settings.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • The Shelf Influencer Marketing Agency

Creator role

  • Mac Joseph — creator
  • Sarah Naini — creator
  • Molly Garcia — creator
  • Enah — creator
  • Khris Bajis — creator
  • Hailey Peterson
  • Josh Dixon
  • Angie Nicole
  • Jess Sims

Results & Evidence

MetricValue
Total Impressions11.3M
Impressions6.9M
Impressions5.7M
Engagement Rate4%
Top Post ER61.6%
Impressions vs Goal135% to goal
Incremental Paid Impr.3.3M+
IG in-Feed ER6.04%
Paid Reach2.5M+ paid reach
Share of TikTok Engagements87.4%
Share of Engagement22.5%

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Rebooking creators who already performed and allowlisting their best posts for paid placement lets one year's results shape the next, because the brand buys distribution only for content with proven engagement.

  2. 2

    Sorting a creator roster into named content pillars turns scattered posts into comparable segments, so a team can see which pillar, such as Social & Leisure, carries engagement and cast more creators into it.

  3. 3

    An in-person flavor launch built around named talent produces hundreds of short-form assets at once, which supplies paid and organic channels long after the event and gives press a reason to cover the brand.

  4. 4

    Humor gives a health product a point of difference in a category defined by sameness, because a funny post earns attention that a list of vitamins and electrolytes cannot earn on its own.

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