How Worldwide Delight & Linqia Tapped Comedian Creator…

This case examine options Linqia’s first-hand account of how Worldwide Delight partnered with comedy creators to drive engagement and model affinity.

A staple of Danone’s model portfolio in North America, Worldwide Delight hit grocery store cabinets within the Eighties as the primary flavored, liquid, non-dairy espresso creamer. Now obtainable in all kinds of thrilling flavors, codecs and nil sugar choices, the Worldwide Delight vary has expanded to additionally provide chilly foam espresso creamers and iced espresso drinks. 

Linqia is the main impartial influencer advertising and marketing company within the US. Leveraging our AI-powered proprietary expertise platform, Resonate, we work with among the world’s main manufacturers to develop and execute creatively compelling creator-led methods that ship full-funnel outcomes.

Danone wished to drive consciousness of Worldwide Delight’s seasonal and traditional flavors in a manner that encapsulated the model’s persona, whereas taking up its “enemies”—espresso store espresso and plain espresso. So, the model turned to influencer advertising and marketing company, Linqia, to launch a creator-led marketing campaign.

Technique

TikTok is an entertainment-first platform that’s profoundly altering the comedy business, so we devised a full-year comedy creator-led technique to attain Worldwide Delight’s objectives and produce the model’s persona to life. 

First, we recognized main social-first comedy creators on TikTok and Instagram, comparable to @officiallytonytoks, @thatssooodrea, @keeganevansphoto, and @therealemilylin. 

Then we impressed them to include Worldwide Delight into social-first skit content material that delivered on key model messages, comparable to, “you might be your personal barista,” “if you happen to hate plain espresso, you’re not alone,” and “plain espresso is canceled.” 

We empowered influencers to faucet into their distinctive comedy types, e.g., leveraging VFX results, filming film trailers, making information bulletins, and taking part in a number of characters through low-fi costume adjustments, all whereas retaining our product and model messages entrance and heart.

Outcomes

Throughout 3 pulses of natural posting creator content material delivered 36.4MM impressions and 251K engagements.

These 3 flights of posting alone drove +306% development in natural engagements year-over-year, whereas using solely 80% of the 2024 finances.

The marketing campaign can be a finalist in 2 classes within the 2026 Shorty Awards, in addition to within the 2026 Partnership Awards and 2026 PR Day by day Content material Advertising and marketing Awards, with business specialists figuring out the case examine as demonstrating best-in-class creator/model collaboration.

Shopper Feedback

Feedback on creators’ natural posts have been >95% optimistic/impartial.

• • Commenters cherished the marketing campaign for being entertainment-first:

• These adverts have me laughing 😂😂😂

• Now that’s a industrial 😂

• by no means been so entertained by an advert

• If all commercials have been like this, I’d be completely entertained and broke. 💵

• Omg i like it !!! Hilarious

• Now that’s some unimaginable investigative journalism!!! Dare I say, borderline Pulitzer 💪🏻

• Adore it! 😂 and love seeing you partnering up with manufacturers! 👏🏼🥰

• Nice industrial, that is my creamer for espresso

• i’d watch a. entire season of this

• U ought to make a complete film ant this ngl

• That is what adverts have to appear like

• That is nice advertising and marketing haha

• Ooooooh I like these things!!! Superior advert.

• • And the feedback additionally proved we succeeded in constructing love for the Worldwide Delight model and merchandise:

• I actually purchased chilly foam immediately due to these adverts lol

• I haven’t got a darkish sufficient soul for plain espresso😁

• I like my creamer with a splash of espresso

• I’ll drink it anyway however worldwide delight makes it 💯
• i’m crying 😭 that is nice I want a chilly foam asap

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Concerning the Writer

Author

Finola is VP, Artistic & Shopper Technique at Linqia, the main impartial influencer advertising and marketing company within the US. Previous to becoming a member of Linqia, she spent 4 years at Meta on the Artistic Store workforce, delivering profitable inventive methods throughout Instagram and Fb for monetary companies manufacturers. Beforehand, she was Model Technique Director at Refinery29, the place she co-founded R29 Intelligence, the media firm’s analysis and technique observe centered on Millennial and Gen Z ladies. Finola began her profession as a Advertising and marketing Fellow on the WPP Fellowship, the promoting conglomerate’s prestigious future management scheme, with stints at Ogilvy in New York and Hill & Knowlton Methods in London. She has two levels from the College of Oxford and is a printed novelist. Finola has beforehand judged business awards together with the Shorty Awards, ANA Reggies, ANA In-Home Excellence Awards, Mediapost OMMA Awards, ANA Worldwide Echo Awards, Mediapost Artistic Media Awards, and the Webbys. She lives in New York Metropolis.