Shake Shake Fries
TRIBE ran an influencer campaign for McCain Shake Shake Fries with 24 creator posts that the agency reports drew 16,779 likes and comments.
Case in 60 seconds
McCain needed content for its Shake Shake Fries product, a frozen food line whose point of difference is a preparation step rather than a taste claim, which is difficult to convey in a still product shot.
The campaign appears to turn on the shaking being an event children want to take part in, because the brief asked for the bag in motion and for people coming together, and the comments TRIBE prints name the kids doing the shaking.
Brief creators to document the product being prepared and eaten in their own homes, so the shaking ritual carries the product story rather than a flavour description doing it.
TRIBE briefed creators to submit posts of themselves enjoying McCain Shake Shake Fries, specifically videos of the fries being shaken in the bag, shots showcasing the flavour, pictures of people eating and moments of sharing, and 24 creator posts ran against a combined following of 601,691.
TRIBE reports 16,779 likes and comments and an engagement rate of 2.79% from 24 Creator Posts across combined followers of 601,691, with average CPE shown on a scale of 0.16, $0.21 and 0.29.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted their own posts of themselves preparing and eating the product against an open brief, so participation was creator submission rather than an audience-facing entry route.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.16 $0.21 0.29 | engagements |
| combined followers | Combined Followers 601,691 | performance |
| creator posts | Creator Posts 24 | content_pieces |
| engagement rate | Engagement 2.79% | engagement_rate |
| likes and comments | Likes & Comments 16,779 | performance |
Why TRIBE's strategy worked
- 1
A product with a physical preparation step gives a creator brief its own shot list, because the action is inherently filmable and removes the need to invent a reason for the camera to be running.
- 2
Twenty-four posts against 601,691 combined followers suggests casting for a spread of household-scale audiences rather than follower reach, which is the pattern TRIBE's 2.79% engagement figure rewards.
- 3
Where the brief names the people in frame rather than the product, the comments come back about the family occasion as well as the taste, which is what the three quoted responses show.