Huel is a global leader in complete nutrition, known for its innovative ready-to-drink and powder-based products. In June 2025, the team was preparing for the US launch of Daily Greens RTD, a new product category for the brand.
The objective was twofold:
Build awareness and trust at launch
Scale that momentum to drive recognition and demand in-store at Target
Rather than treating these as separate campaigns, we built a single influencer engine designed to move with the brand - from launch through to retail.
Huel is a global leader in complete nutrition, known for its innovative ready-to-drink and powder-based products. In June 2025, the team was preparing for the US launch of Daily Greens RTD, a new product category for the brand.
The objective was twofold:
Build awareness and trust at launch
Scale that momentum to drive recognition and demand in-store at Target
Rather than treating these as separate campaigns, we built a single influencer engine designed to move with the brand - from launch through to retail.
The Challenge
Launch a new product in a competitive wellness category with no existing awareness
Generate high volumes of creator-led content to support early traction
Transition from DTC growth into retail - without losing momentum
Ensure consumers understood both what the product is and where to buy it
Support retail partners like Target by driving external demand at scale
Our Approach: Build a Influencer Engine from Launch to Retail
1. Launch Phase: Seed for Awareness & Content Volume
Activated an initial 1,000+ creators to introduce Daily Greens to market
Focused on education-led content to build understanding of the product
Generated early traction, trust, and a bank of content to support growth
2. Scale Phase: Expand Creator Volume to Match Growth
Increased volume to 5,000+ additional creators across Q1 2026
Delivered scale in line with growing distribution and demand
Maintained consistent creator quality while significantly increasing output
3. Retail Phase: Shift Messaging to Drive In-Store Awareness
Evolved briefs to highlight where to buy (Target) alongside product benefits
Prioritised creators who could naturally integrate retail into their content
Balanced education, lifestyle, and retail discovery within content formats
4. Creator Selection Built for Scale & Performance
Focused on US-based creators aligned with Target’s audience
Prioritised strong face-to-camera storytelling and daily routine content
Selected creators who could drive both awareness and trust at scale
Seeding-Only Model for Maximum Efficiency
Executed entirely through product seeding (zero paid influencer fees)
Enabled thousands of creators to be activated cost-effectively
Delivered high output without inflating CPM
Always-On Organic Distribution
Content published across TikTok and Instagram
Built consistent, compounding visibility across the US
Reinforced both DTC and retail messaging simultaneously
The Results
6,000+ creators activated
2,400+ pieces of content generated
6M+ total impressions @ a $6.50 CPM
75.7K+ engagements
The Challenge
Launch a new product in a competitive wellness category with no existing awareness
Generate high volumes of creator-led content to support early traction
Transition from DTC growth into retail - without losing momentum
Ensure consumers understood both what the product is and where to buy it
Support retail partners like Target by driving external demand at scale
Our Approach: Build a Influencer Engine from Launch to Retail
1. Launch Phase: Seed for Awareness & Content Volume
Activated an initial 1,000+ creators to introduce Daily Greens to market
Focused on education-led content to build understanding of the product
Generated early traction, trust, and a bank of content to support growth
2. Scale Phase: Expand Creator Volume to Match Growth
Increased volume to 5,000+ additional creators across Q1 2026
Delivered scale in line with growing distribution and demand
Maintained consistent creator quality while significantly increasing output
3. Retail Phase: Shift Messaging to Drive In-Store Awareness
Evolved briefs to highlight where to buy (Target) alongside product benefits
Prioritised creators who could naturally integrate retail into their content
Balanced education, lifestyle, and retail discovery within content formats
4. Creator Selection Built for Scale & Performance
Focused on US-based creators aligned with Target’s audience
Prioritised strong face-to-camera storytelling and daily routine content
Selected creators who could drive both awareness and trust at scale
Seeding-Only Model for Maximum Efficiency
Executed entirely through product seeding (zero paid influencer fees)
Enabled thousands of creators to be activated cost-effectively
Delivered high output without inflating CPM
Always-On Organic Distribution
Content published across TikTok and Instagram
Built consistent, compounding visibility across the US
Reinforced both DTC and retail messaging simultaneously
The Results
6,000+ creators activated
2,400+ pieces of content generated
6M+ total impressions @ a $6.50 CPM
75.7K+ engagements
The Results: Exceeded KPIs
Content Posted
Content Posted
2400+
2400+
Impressions
Impressions
6M+
6M+
Micro-Influencers Activated
Micro-Influencers Activated
6,000+
6,000+
CPM
CPM
$6.50
$6.50
Why It Worked
One continuous strategy → Launch and retail weren’t treated separately - momentum compounded
Content scaled with distribution → Creator volume matched retail footprint
Retail-first storytelling → Consumers understood both the product and where to buy it
Zero paid reliance → Achieved mass awareness through gifting alone
Dual-channel impact → Influencer drove both DTC awareness and retail demand
Why It Worked
One continuous strategy → Launch and retail weren’t treated separately - momentum compounded
Content scaled with distribution → Creator volume matched retail footprint
Retail-first storytelling → Consumers understood both the product and where to buy it
Zero paid reliance → Achieved mass awareness through gifting alone
Dual-channel impact → Influencer drove both DTC awareness and retail demand
Stop Wasting Spend. Start Driving Growth.
No more guesswork or wasted budgets. We take the risk out of influencer marketing: delivering reliable systems, authentic partnerships, and growth you can measure.
