When OWYN set out to launch their Pro Elite Chocolate Protein Shakes at Costco, they faced a challenge familiar to many emerging brands: how to break through in a crowded market and turn a limited trial into a meaningful retail win.
Partnering with Aligned Growth, OWYN leaned on a data-driven influencer and whitelisting strategy to spark social buzz, drive foot traffic, and capture the attention of Costco shoppers nationwide.
The result? A campaign that not only delivered 8M+ impressions in just three months but also proved the power of pairing authentic creator content with paid amplification.
The Brand
In a world cluttered with complicated choices and confusing labels, OWYN stands out. Their journey began with a simple yet powerful mission: to create nutritious products that provide Only What You Need, without compromising on taste and staying dairy-free!
The Solution
To maximize awareness for OWYN’s Costco launch, Aligned Growth implemented an influencer strategy designed to reach as many potential customers as possible.
With reach and spend efficiency as top priorities, the team whitelisted a mix of in-store and green screen influencer content:
- In-Store vs Green Screen: A carefully selected group of localized, high-performing creators shared in-store content, showcasing the product physically stocked on shelves. To extend reach beyond select locations, non-localized creators produced green screen content featuring the product online, engaging a broader audience of Costco members who might not have local in-store access.
- Whitelisting: With each creator contracted for the campaign, we secured 60 days of whitelisting usage. By strategically allocating additional spend to top-performing creators, this approach significantly amplified reach and ensured the campaign’s success.
The Results
The numbers speak for themselves. Aligned Growth helped OWYN achieve:
- 8.2 million impressions.
- 64 influencer posts that blended education, entertainment, and style, leading to products selling out during the holiday season.
- 21 creators activated across multiple platforms.
- $16 CPM achieved by targeting creators with high-performing audiences, with a focus on engagement and results-driven storytelling.
Standout Content Highlights
Some of the most impactful content came from creators who found very organic ways to showcase the product in their everyday routine:
- Chayse Byrd shared in-store content in a natural, relatable way, focusing on getting 30g of protein within 30 minutes of starting her day.
- Nicole Keshishian combined her passion for recipes with her high-protein goals, creating a video that resonated with her dedicated audience.
- Matt Carmona created a classic Costco haul-style video, featuring high-protein products for a naturally authentic feel.
Final Takeaway
The clear challenge: OWYN needed a strong influencer push to make noise supporting their limited Costco trial launch.
By pairing hyper-local Costco content with scalable paid amplification, Aligned Growth delivered massive awareness and sell-through momentum for OWYN’s trial launch.
This campaign not only proved the power of influencer marketing, but turned a trial launch into a retail win.
