Campaign snapshot
2.3x
Retail Sales Relative to Organic Investment
+74%
Retail Sales vs. Online Sales
10.1M
Creative Views
40
Pieces of Creator Content
THE CHALLENGE
Gruma, the global food brand behind Mission and Guerrero products, had built a strong online community through influencer marketing. However, engagement alone wasn’t enough—the brand needed to drive measurable, attributable purchases at retail stores. The challenge was to leverage influencer marketing to not only build brand affinity online but also convert that engagement into real-world sales across multiple retailers, including Walmart, Target, Costco, and Kroger.
Gruma sought a data-driven solution to track offline sales and optimize influencer content for maximum impact. The goal was clear: ensure that digital efforts resulted in tangible, trackable consumer behavior at the supermarket checkout.
THE APPROACH
To bridge the gap between online engagement and in-store purchases, BENlabs leveraged its proprietary AI technology to execute a highly targeted, performance-driven influencer campaign.
Audience Cluster Analysis: BENlabs AI identified high-intent audience segments where interests in meal prep, cooking, and family dining converged. This ensured that content reached consumers most likely to take action.
Smart Creator Matching: Using an extensive database of over 13 million qualified influencers, BENlabs AI selected 21 creators whose content aligned with Gruma’s brand values and product positioning, including jerry_yguerabide, eatpaylove, feelgoodfoodie, ice.karimcooks, mrmakeithappen. These creators produced 40 pieces of engaging content, seamlessly integrating Mission and Guerrero products into recipes and meal inspiration.
Authentic Content Creation: Creators were provided with structured yet flexible content guidelines to ensure organic, relatable brand integration. This approach allowed influencers to maintain authenticity while reinforcing key product messages.
THE RESULTS
By strategically combining AI-driven influencer selection, optimized content, and precise measurement, BENlabs successfully turned digital engagement into measurable in-store purchases, reinforcing the power of influencer marketing in the CPG space.
2.3x ROI in product sales relative to organic creator content spend.
+74% increase in retail sales compared to online purchases.
10.1 million views on creator content.
18,000+ new audience members added to Gruma’s primary customer base.
253% over-delivery on paid ad clicks while maintaining a below-target CPM.
Tracked retail sales by retailer, with key contributions from:
- Walmart & Sam’s Club: 24%
- Target: 17%
- Kroger: 15%
- Costco: 11%
- Amazon Fresh: 13%
- Albertsons: 11%
- Publix: 6%
- Stop & Shop: 3%
