Dave's Killer Bread

Context: Dave's Killer Bread had an established influencer program but needed a strategic refresh and dedicated leadership for the launch of their new "Props to Parents" campaign, which aimed to connect with busy parents who value nutritious, convenient food options for their families.

Challenge: I was tasked with taking over the existing influencer program and leading the strategic execution of the "Props to Parents" campaign launch to increase brand awareness, drive meaningful engagement with the target parent demographic, and ultimately boost product sales across Instagram and TikTok platforms.

Approach: I assumed leadership of Dave's Killer Bread's influencer program and spearheaded the "Props to Parents" campaign from strategy through execution. I strategically selected and managed 69 creators across both organic earned partnerships and paid boosted collaborations, carefully curating a diverse roster of parent influencers, lifestyle creators, and family-focused content producers who authentically aligned with the campaign message. I personally sourced new creators to enhance the existing program, negotiated rates and contracts, designed comprehensive creative briefs that encouraged genuine product integration into daily family routines, and managed all content approvals to ensure brand consistency. The campaign was executed in two strategic phases: an organic earned component featuring 66 creators generating authentic content, and a paid boosted component with 3 high-performing creators to amplify reach. I identified and leveraged top-performing creators like @thedadchats, @chelpostspics, @alexiscartagena, and @nurse.tori who delivered exceptional engagement and viewership, continuously optimizing the creator mix based on performance data throughout the campaign.

Outcome: The "Props to Parents" campaign launch achieved remarkable success under my leadership: 51 total posts generated 5.24 million views and reached 2.83 million unique users, with content resonating across an audience of 8.65 million combined followers. The paid boosted component proved highly effective, with just 3 creators on TikTok delivering 450,980 views and 28,040 engagements. Top-performing content from @thedadchats alone generated 2.73 million views, while @chelpostspics reached 1.06 million and @_alexiscartagena drove 814,200 views. The campaign successfully engaged a predominantly female audience (85%) in the 25-34 age range (40.86%), perfectly aligning with Dave's Killer Bread's target parent demographic. By revitalizing the influencer program and executing a focused campaign strategy, I effectively increased brand awareness and positioned Dave's Killer Bread as a trusted choice for families, driving both engagement and sales outcomes.