Case Study: Kroger Precision Marketing scales to 302 influencer campaigns with Later
Key results
The challenge
Kroger Precision Marketing, powered by 84.51 degrees, faced changing consumer preferences for out-of-home dining and rising competition from e-commerce grocery retailers. As part of Kroger's Restock initiative, it wanted to launch co-branded influencer marketing programs at scale to accelerate new product launches, amplify in-store promotions, and drive long-term sales growth.
The solution
Kroger Precision Marketing used Later Influence to run an always-on influencer strategy spanning product content, recipe and video content, complementary products, personal stories, and user-generated content. Macro- and micro-influencers were activated across Instagram, Pinterest, Facebook, and blogs, with campaign management and measurement handled on Later's platform.
The results, in context
According to the customer story, Kroger Precision Marketing scaled to 302 co-branded influencer campaigns with 5,400 pieces of content published in one year. Those campaigns generated 110 million impressions and 2.3 million engagements, saved 3,210 hours through Later's platform for activation and measurement, and delivered $183,000 in content production cost savings.