FOOD & DRINK INFLUENCER MARKETING CASE STUDY
Influencer Marketing & Always-On TikTok and Instagram Campaign
Influencer Marketing & TikTok Campaign
Meraki partnered with House of Marketers to build brand awareness at scale. The campaign delivered 19.3 million views, a 2.50% engagement rate, and a 228% uplift in brand awareness.
Read on for a full breakdown of how a creator-led, always-on strategy turned a newer premium espresso brand into a name audiences talk about across seven markets.
OUR CLIENT
Meraki is a premium home espresso machine brand built for people who care about both craftsmanship and design. The brand competes in a crowded space alongside De Longhi, Breville, La Marzocco, Profitec, Fellow, Maxim and Meticulous.
OUR CLIENT
Meraki is a premium home espresso machine brand built for people who care about both craftsmanship and design. The brand competes in a crowded space alongside De Longhi, Breville, La Marzocco, Profitec, Fellow, Maxim and Meticulous.
Meraki was a newer name in that field and needed to become top of mind for home coffee lovers. The goal was to present the machine as more than a coffee maker: a lifestyle upgrade with a sleek design, café-quality crema and effortless day-to-day use.
The Problem
Meraki needed to raise brand awareness and compete with established category leaders through content that felt native, natural and memorable, without relying on polished advertising that social audiences tend to scroll past.
The challenge required a strategy that could accomplish the following:
- Build fast awareness in a category where one of the competitors held 46% of the social conversation in September 2025 and Meraki held 1%.
- Position a premium machine as an attainable lifestyle upgrade through creators who showed it inside real daily moments.
- Keep Meraki in the conversation week after week rather than in one short burst, without the budgets of category leaders.
- Go beyond views and likes to prove the campaign’s real impact on how people felt about the brand.
Meraki needed a creator-led, platform-native strategy that could drive reach and measurably shift brand perception.
Target audience
The campaign targeted design-minded home coffee drinkers who treat their daily brew as a ritual and want their kitchen to reflect it.
The campaign focus was on reaching:
- Home coffee enthusiasts who care about café-quality results at home
- Design-conscious households interested in home refresh and décor inspiration
- Premium lifestyle audiences who follow creators for routines, habits and style
- Active, fitness-minded audiences who build coffee into their post-workout reset
- TikTok and Instagram users
- Audiences across seven markets in North America and Europe
This audience required content that felt authentic and native to TikTok and Instagram rather than like traditional advertising, ensuring Meraki was not only seen, but perceived as a premium, desirable part of everyday life.
Our Approach
House of Marketers built an always-on influencer strategy for Meraki, combining reach, authenticity and ritual-led storytelling in a single, connected campaign on TikTok and Instagram.
- Multi-Market Creator Campaign: Partnered with 228 creators across the US, Italy, the Netherlands, Germany, France, Spain and Canada, each producing one video for TikTok or Instagram.
- A Creator Mix Built for the Brand: Brought together coffee lovers, home décor experts, premium lifestyle creators and sports influencers, so Meraki reached a different follower base through each group.
- Ritual-Led Content: Showed Meraki inside morning routines, unboxings, post-workout resets, hosting moments and home refresh projects, so the machine felt like part of a lifestyle rather than the subject of a review.
- Steady Weekly Cadence: Kept content going live every week, which sent consistent signals to the platform algorithms and built a continuous wave of positive conversation.
Together, these approaches used relatable rituals to build reach, a varied creator mix to build credibility, and a steady cadence to keep Meraki visible.
Results
House of Marketers ran an always-on influencer strategy for Meraki, combining relatable lifestyle content with a varied creator mix to drive reach, engagement and a measurable shift in brand perception.
Campaign outcomes included:
- 19.3 million video views across 228 videos and 228 creators, 92.8% above the 10 million view target
- More than 14.9 million people reached, with 314,505 engagements including 286,513 likes, 5,864 comments, 9,453 saves and 12,784 shares
- 2.50% engagement rate, more than 3 times the 0.75% industry benchmark for kitchen appliance content
- TikTok delivered 14.6M views and a 2.77% engagement rate, compared with 4.7M views and 1.48% on Instagram
- Spain, the US and France led on volume, each delivering around 4 million views or more
- 99% positive sentiment across social conversation around Meraki
- 228% uplift in brand awareness, 254% in favorability, 105% in consideration and 112% in recommendation intent
Morning routine videos were the standout format, driving saves and shares more than 3 times higher on average than traditional product-focused content. Unboxing videos came second, earning the longest watch times of the campaign.
Beyond the views, the campaign delivered measurable shift in how Meraki’s audience feels about the brand, and moved a newer name into the conversation alongside the category’s biggest players.
