Performance Campaigns That Turn Content Into ROI
These case studies spotlight how The Shelf drives real results through performance-driven influencer marketing. From 95% ROAS to CPA-busting paid campaigns, our approach blends creator magic with platform-specific targeting, optimization loops, and full-funnel strategies.
Want to see the framework behind these wins? Explore our Performance Marketing Hub or learn about the Optimization Flywheel that powers our best results.
How Engine Turned B2B Skits Into Real Pipeline
This Webby-nominated B2B campaign flipped the script on corporate content. Engine’s full-funnel push combined humor-driven storytelling with platform-native formats to drive real performance. By leaning into skit-style content across Instagram, TikTok, and LinkedIn, the campaign reached the right people with the right tone—earning top engagement, conversions, and a nod for Best B2B Social Campaign.
Engine | Influencer-Led Skit Campaign
Comedic storytelling around B2B work travel woes. Skit-style vertical content boosted brand visibility and engagement across paid and organic.
📊 Organic
- • 510K+ Impressions
- • 91.7K Reels views (Shannon Fiedler)
- • 8.8K Total Engagements
- • 3.2% Highest IG ER (FentiFriedChicken)
- • 1.5K+ Shares on Engine Content
🚀 Paid
- • 11.7M Impressions
- • 773 Signups at $51.75 CPA
- • 4.22% Avg. CTR
- • 35.2K Landing Page Visits
- • Top performing skit-style content
Savers: A Cross-Border Campaign Driving Scrolls, Sentiment, and Store Visits
To support the opening of 23 new stores—15 in the U.S. and 8 in Canada—Savers partnered with The Shelf for a full-funnel influencer campaign designed to meet three goals: drive awareness in the U.S., spark engagement and positive sentiment in Canada, and generate local buzz for each grand opening.
The result? A multi-activation rollout powered by nano, micro, and macro creators across TikTok, Instagram, and Meta. Evergreen content and timely moments (like Earth Month and National Thrift Shop Day) built brand love, while “shop with me” reels and store walkthroughs helped translate digital engagement into real-world intent.
Savers | Cross-Border, Performance-Driven Launch
Multi-activation rollout supporting 23 store openings across the U.S. and Canada. Influencer-driven content built awareness, sparked engagement, and drove in-store intent with measurable results across paid and organic.
📊 Performance
- • 5.75M Organic Impressions
- • 184.7K Engagements
- • 4.9K Link Clicks · 6.7K Sticker Taps · 1.3K Replies
- • 86.7% Positive Sentiment
- • 2.21% IG Story ER (↑121% over benchmark)
🏬 Grand Openings
- • 59.5M Impressions (↑38% above target)
- • 25.9K Engagements
- • Top Content: Reels + In-Store Hauls
- • Highest VTR: 29.2% (3.3x Campaign Avg)
Ello: A Full-Funnel Campaign That Turned Parent POV into Performance Results
To help launch an AI-powered reading companion for kids in grades K–3, Ello partnered with The Shelf on a two-pulse influencer campaign that turned relatable, parent-led content into high-converting performance media.
Creators on TikTok and Instagram (especially Stories) helped drive 6.58 million impressions and 1.3 million engagements—with a strong 3.2x lift over benchmark on Instagram Story ER. But it wasn’t just engagement. With just $40K in paid media, the campaign delivered 110,600 link clicks and 67,000+ landing page visits. TikTok content like Jaylyn Carr’s drove VTRs up to 54.6%, while Meta allowlisting helped Stephany & Cadence convert interest into sign-ups with a 7.7% CTR.
Audience sentiment was overwhelmingly positive. Parents raved about the app’s usefulness, and educators called it “perfect for classroom iPads.” The big takeaway? When creators show—not tell—how something works for their kids, people pay attention.
Ello | Full-Funnel, Performance-Led Launch
Two-phase influencer campaign built to drive trial sign-ups for an AI-powered reading companion. Strategic creator selection, allowlisting, and real-time optimization led to 110K+ clicks and top-tier engagement across Instagram and TikTok.
📊 Performance
- • 6.58M Impressions (↑10% over goal)
- • 1.3M Total Engagements
- • 110.6K Link Clicks (Paid + Organic)
- • 99 Assets · 2.4x Overdelivery
- • 3.2x IG Story Engagement Over Benchmark
🚀 Allowlisting Wins
- • 105K Link Clicks via Meta
- • 67K LPVs from Paid Media
- • 7.7% CTR (Stephany & Cadence)
- • 54.6% VTR (Jaylyn · TikTok)
- • Best Content: Parent POV + Kid Benefit Messaging
Papa Murphy’s: A Two-Phase Campaign That Turned Cravings Into Conversions
To spotlight limited-time favorites like the Jack-O Pizza and Cheesy Stuffed Crust, Papa Murphy’s teamed up with The Shelf to run a two-part campaign—first to drive traffic, then to drive conversions. The brand leaned into seasonal foodie culture, family dinner hacks, and engaging creator-led demos. Using a mix of awareness and retargeting tactics, the campaign turned scrolls into site visits and snackable content into serious sales.
The result? A high-performance campaign that used TikTok’s engagement power and Instagram’s reach to deliver strong ROI—driven by creators like @JohnEatsCheap and @smalltownme, whose content outperformed benchmarks across every metric.
Papa Murphy’s | Traffic + Conversion, Performance-First Strategy
Sequential campaign built to drive traffic and convert buyers using high-performing creator content. Influencer-powered rollout spotlighted Papa Murphy’s as the go-to meal hack—fueling purchases, impressions, and a pizza-fueled performance win.
📊 Performance
- • 3.8M Impressions (↑80% over goal)
- • 71.9K Link Clicks | 11.6K Purchases
- • $0.96 CPA | $29.71 ROAS | $334K+ Purchase Value
- • 13.4% VTR | Top Creator drove $192K in sales
- • 2x Higher Engagement on TikTok vs IG
🍕 Content Wins
- • Pizza Roll Hacks = Most Shared + Saved
- • Jack-O Pizza + Stuffed Crust LTOs drove intent
- • Foodie Reels + Hosting Content = Strongest Conversions
- • Top Influencer = 65% of Campaign Sales
- • TikTok drove strongest intent signals
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