THE CHALLENGE
Nielsen-Massey set out to elevate brand awareness and product consideration for its premium vanilla extract during the Easter season, a key time for home baking. The goal was to inspire consumers to recreate the Vanilla Cupcake recipe featured on Baking Mad using Nielsen-Massey vanilla, reinforcing the brand’s position as the go-to choice for elevated, quality baking moments.
THE SOLUTION
To create a meaningful connection with audiences, BENlabs partnered with a curated roster of trusted baking influencers to reimagine the Vanilla Cupcake recipe in festive, Easter-themed content. Through visually rich storytelling and product-forward integrations, creators demonstrated how Nielsen-Massey’s signature vanilla transforms simple recipes into memorable, elevated treats.
Using its AI-powered audience mapping and creator matching, BENlabs ensured alignment between influencer audiences and Nielsen-Massey’s target shopper: baking enthusiasts who value quality ingredients and seasonal traditions.
The campaign generated strong traffic to the Baking Mad recipe page, overdelivering on the KPI by 2.5x, and resulted in increased brand engagement and retail velocity. The impact extended far beyond engagement. With minimal marketing support across other channels, Nielsen-Massey outperformed the vanilla category in the 12 weeks post-campaign, and all retail partners reported double-digit year-over-year growth. A brand lift study confirmed an +8.2% increase in “worth paying more for” association, proving influencer marketing’s power to drive both brand equity and sales.
The Results
Impressions
Clicks
Lift in “Worth Paying More For” Association
