The key to high influencer marketing ROI lies in how effectively your campaigns are executed.
This is something frozen dumpling brand bibigo knows well, collaborating with Later’s Services team to create innovative, engaging influencer marketing campaigns that drive ROI.
The results speak for themselves: bibigo’s Mandu Dumpling campaign generated 46M impressions—a 64% increase—with a 2.3x increase in click-through rate.
Your brand can see the same success, too.
Here are four tips to help food and beverage brands execute better and drive campaign ROI.
Want to learn more about how bibigo drives massive ROI with influencer marketing? Check out the case study here.
Table of Contents
Tip #1: Find Product Storytellers
When bibigo started its search for influencers for the Mandu dumpling campaign, they prioritized creators that had:
A history of high engagement on their posts.
A clear and genuine passion for authentic Asian cuisine.
Previous content that demonstrated storytelling through food.
Food and beverage brands see success when they work with creators who have a genuine connection with your brand and know how to integrate food into their content.
When you work with creators, who are natural storytellers, you go beyond advertisement: you get to show the experience of your product.
It’s all part of influencer-audience-brand fit, which means sourcing creators whose persona, content style, and audience align with your brand values and campaign goals.
Later’s Influencer Marketing Services Team can help here, using the platform's Influencer Index to help find influencers that fit a variety of criteria.
Tip #2: Work With Influencer Campaign Experts
A successful campaign depends on clearly defined roles and responsibilities.
For bibigo, this meant partnering with Later Influence to manage campaign setup, influencer sourcing, and payments.
Their agency partner, Goodby, Silverstein & Partners, and bibigo’s in-house team worked alongside Later to ensure brand alignment between the campaign and partners.
This approach is essential: Outline who handles each part of the campaign and assign tasks to the best-suited team members.
This can help clarify roles and make planning seamless, especially when working with experts like Later’s Services Team.
With experience running hundreds of influencer campaigns, they can support strategy, setup, influencer sourcing, and campaign management.
Tip #3: Give Creators Creative Freedom
Since bibigo chose influencers skilled in food storytelling, they could grant them more creative freedom.
Creators were given one directive: Share authentic stories about how they use food to connect with people they love.
The results were impressive—over 20 million impressions and 1 million engagements on TikTok alone.
Some influencers even created unique recipes, driving engagement far beyond what a more restrictive approach could achieve.
This is a crucial takeaway: While you know your brand, influencers know their audiences.
Providing them with creative freedom—within the boundaries of a strong campaign brief—creates more room for impactful content.
For bibigo, this flexibility also worked across platforms. Although the campaign focused on TikTok and Instagram, some creators repurposed content for YouTube Shorts or Facebook, increasing exposure and reach.
Tip #4: Repurpose And Amplify Influencer Generated Content (IGC)
Influencer campaigns don’t have to be one-off efforts.
The team leveraged influencer-generated content (IGC) in paid ads, amplifying top-performing posts to extend the campaign’s impact.
This strategy offers two key benefits.
Amplifying high-performing content boosts ROI. Since the content has already proven engaging, you can often bypass the testing phase and even reduce costs per click (CPC).
Boosting an influencer’s content with your budget is a win for both sides. It increases the influencer’s visibility, building goodwill and paving the way for more future collaborations.
Execution Drives Results
Campaigns like bibigo’s Mandu dumpling campaign prove that good execution can drive effective results for food and beverage brands.
All to say: influencer marketing is worth the investment for food and beverage brands and can lead to real ROI.
The key is selecting the right partner — not just a technology platform but a team of experts. That’s where Later Influence comes in, helping to create, execute, and strategize effective influencer marketing campaigns.
Book a demo with Later Influence to learn more about what the team can do for your brand.
