Campaign snapshot
MoM Decrease in CAC
Content Pieces (licorice.com)
Content Pieces (pretzels.com)
Conversions MoM (licorice.com)
Conversions MoM (pretzels.com)
Background
Licorice.com was founded by a “licorice-obsessed family” on a mission to elevate licorice as a gourmet treat. Building on its success, the founders launched Pretzels.com to redefine the classic snack with bold flavors like Bacon Bourbon Jam and Strawberry Margarita.
Both brands aimed to stand out in the crowded snack market by positioning their products as high-quality, gift-worthy items—particularly during the competitive holiday season.
The Challenge
How could Licorice.com and Pretzels.com:
- Attract new customers in a competitive market?
- Position their snacks as premium, must-have gifts?
- Maximize impact during a brief holiday shopping window?
The Solution: Powered by BENlabs AI
1). Smart Creator Matching
Using BENlabs AI, the brands identified ideal creators from a pool of 15+ million influencers. By analyzing early campaign data, BENlabs AI located “look-alike” creators, enabling the campaign to scale efficiently.
- Result: 70 content pieces were created, equally split between Licorice.com and Pretzels.com.
2). Smart Audience Targeting
Licorice and pretzels don’t have niche content communities. BENlabs AI went beyond surface demographics to identify audiences based on behavior, interests, and purchasing intent.
- Result: Precise targeting connected each brand with highly receptive audiences.
3). Predictive Analytics
BENlabs’ predictive tools modeled outcomes for creators, content, and audiences, ensuring each campaign decision was backed by data.
- Result: Optimized decisions led to rapid scaling and effective engagement during the crucial holiday period
4). Smart A/B
BENlabs continuously optimized campaigns through A/B testing. High-performing organic content was repurposed for paid ads, with rapid testing of headlines, creatives, and CTAs.
- Result: Winning ad combinations quickly emerged, maximizing ROI.
Creative Execution
Target Audience: Women 25–35, particularly moms and interior design enthusiasts.
Content Highlights:
- Unboxing Videos: Showcased vibrant treats spilling out of premium packaging in festive settings.
- Gifting Ideas: Creators highlighted the products as perfect gifts for teachers, family, and mail carriers.
- Flavor Excitement: Creators spotlighted unique flavors, emphasizing their exclusivity to the brands.
Top-performing creator, Ashlee Keene (@thesassybarn), combined home and recipe content to drive exceptional engagement.
Results: A Campaign That Delivered and Then Some
Sales Success:
The campaigns were so effective that both brands temporarily sold out of featured products.
Metrics That Matter:
- Customer Acquisition Cost: Decreased by 15% MoM.
- Conversions: Increased by +192% (Licorice.com) and +207% (Pretzels.com).
- Click-Through Rate: Averaged 3.5%, with Pretzels.com achieving a strong 2% conversion rate.
Content Impact:
- 70 content pieces drove 940,000+ views across both brands.
- Paid ads extended reach and targeted gifting-specific messaging.
Conclusion
Licorice.com and Pretzels.com leveraged BENlabs AI to harness the power of influencer marketing, standing out in a crowded market during the critical holiday shopping season. With smart strategies, data-driven targeting, and compelling content, both brands achieved record-breaking results that set the stage for future growth.
Ready to see what BENlabs can do for your brand? Reach out today to learn more!
