Silk Taps Into A 10% Incremental Sales Lift Thanks To Influencer Marketing

In a first-of-its-kind study, NCS came together with TapInfluence’s influencer marketing platform to realize in-store sales lift for WhiteWave Foods’ Silk brands.

This was an especially interesting study for us, not only because it was the first to tie influencer marketing to attributable sales lift at the cash register, but because it blurred the line between what traditional media would consider a pageview vs. an impression.

To test the TapInfluence platform and influencer content, WhiteWave selected over 250 bloggers to create recipes themed around “Meatless Monday Nights”, wherein a Silk product would be featured among the ingredients. NCS then measured the in-store behavior of consumers who read the articles vs. a control group who did not, resulting in a 10% incremental sales lift and $285 of incremental sales per 1,000 pageviews.

Even more interesting was the fact that WhiteWave did not ask to have the Silk brand mentioned in any of the bloggers’ social shares linking to their articles — so while the audience made a conscious decision to read the content, their exposure to Silk was unsolicited, much like a traditional impression.

NCS Silk Case Study Incremental Sales

Download the full case study here, and check out TapInfluence’s webinar coverage of this study to learn more about influencer marketing.