Activating Authenticity: What Retailer Integrations Should Look Like on Social

Gone are the days of pictures of retail receipts on the counter or reusable bags in a flat-lay product shot. Influencers showcasing their shopping experience have upped their game. Their content is authentic and captivating and showcases the retailer in a non-disruptive way. More brands are working with influencers to create authentic and impactful retailer integrations. But what are some of the examples of those successful campaigns?

Brawny at Kroger

Money-saving influencer Lauren promoted Brawny’s new product when it hit Kroger shelves. The influencer, who usually shares deals and couponing content, shared a coupon with followers, highlighted the new product, and explained how the new product differed from others. 

We like this example because it: 

• It fits in with the influencer’s usual content, making it feel authentic and natural. 
• Offers great in-store shots combined with shots of the product in action. 
• Puts the product front-and-center in almost every shot.

Dunkin’ Pumpkin Munchkin Creamer at Walmart

When influencer Dani was in the mood for a taste of fall, she went to her local Walmart to grab Dunkin’ Pumpkin Munchkin Creamer. Take a look at the in-store activation the influencer shared on TikTok with her 917K followers:

We like this example because it:

• Offers a good mix of in-store shots and at-home shots. 
• Tells a story, starting with a craving and ending with a perfect DIY drink. 
• Shows the influencer’s true personality, seamlessly showcasing Walmart without feeling forced.

Vital Farms Butter at Publix

Meal-prep influencer Anna Cain shared a new recipe with her influencers that featured Vital Farms Butter, purchased at Publix. The influencer went shopping, put the product and other ingredients in her basket, and headed home to make a high-protein egg burrito. 

We like this example because it: 

• Anna plays into the “romanticize your life” trend to show an aesthetically pleasing day in her life edit of her in-store shopping experience at Publix.
• Clearly shows the brand in-store and expertly avoids featuring other brands in the content

International Delight at Dollar General

Described as an influencer who makes moms feel normal, Reyhauna often takes to TikTok to share recipes and parenting moments. So, her followers could relate when she teamed up with International Delight to promote their iced coffee cans and talked about how she’s in her “coffee at home era” to save money. 

In this retailer integration, Reyhauna runs to Dollar General because she’s out of her must-have morning coffee. She grabs it from the shelves, takes it home, and pours it over ice to start her day. 

We like this example because it: 

• Tells a relatable story of the feeling many people have when they realize they are out of coffee in the morning.
• Shares an authentic story of wanting to drink delicious coffee while spending less money.
• Shows how she enjoys her iced coffee from an aesthetically pleasing glass.
• Highlights how shopping at Dollar General and drinking the International Delight coffees fit seamlessly into her lifestyle and budget.

Benefits of retailer integrations

Why are more brands turning to influencers for retailer activations? The content provides authentic promotions that connect with consumers, and it can: 

Boost foot traffic and sales

In-store content shows consumers exactly where products are and drives an association between a brand and the featured retail store. Highlighting the new products in Bullseye’s Playground, for example, reminds customers of the location and shows off fun items consumers can find in real time. As a result, foot traffic and sales often increase. 

Provide shareable content for your brand

As influencers share in-store content, your brand can reshare the posts for an added boost. This not only feeds your social stream but also provides an opportunity for your brand to authentically highlight the store while showcasing partnerships with creators. 

Expand your reach through UGC ads

When you work closely with influencers, you can turn their content into high-performing ads or UGC ads. Your brand invests ad dollars into the post via the influencer’s channel, so ads feel more authentic and appear under the influencer’s handle. Marketers can also layer custom third-party purchase-based audiences onto native platform targeting to expand their reach and help bridge the gap between behaviors online and in-store.

Reach out to us to chat about creating authentic and impactful influencer content.