Take N’ Bake Pizza
Campaign Overview
Client: Papa Murphy’s
Industry: Food & Beverage (QSR)
Campaign Focus: Awareness, Traffic, and Conversions
Platforms: Instagram, TikTok, Meta Paid Media
Content Type: UGC, Product Demos, Lifestyle Content, Hack Content, Hosting Moments
Papa Murphy’s partnered with The Shelf to spotlight its seasonal favorites, boost engagement, and drive Q4 revenue through a two-phase campaign that delivered on both traffic and conversion. The first phase focused on awareness and consideration, while the second re-engaged warmed audiences to spark purchase intent. Timed to align with peak pizza moments—from game days to the holiday season—this campaign used strategic sequencing, high-performing creators, and foodie-driven content to deliver big performance wins.
Creative Concept
At the heart of this campaign was one big idea: make Papa Murphy’s the most craveable, no-fuss dinner hack on the internet. Creators didn’t just film what they ordered—they showed how Papa Murphy’s fit into real life. From transforming a take-and-bake into viral pizza rolls to feeding kids during weeknight chaos, the content turned ordinary meals into moments worth sharing.
The creative leaned into authenticity, humor, and relatability—favoring voiceovers, real-life reactions, and meal prep POVs over polished promo. Content was purposefully low-lift and high-impact, with creators encouraged to showcase limited-time offers, family dinner dynamics, and fresh spins on old favorites like the Cheesy Stuffed Crust.
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
Goals & Target Audience
Papa Murphy’s came to The Shelf with a clear objective: increase visibility and drive revenue using influencer content across organic and paid channels. The brand was particularly focused on leveraging Q4 tentpole moments to promote their Everyday Value Menu, Jack-O Pizza, and seasonal LTOs.
Targeting busy families and food-savvy shoppers, the campaign zeroed in on adults aged 25–54—especially parents, meal planners, and value-driven grocery buyers looking for easy wins at dinner time. TikTok content skewed younger and more experimental, while Instagram offered a platform for lifestyle content, hacks, and evergreen engagement.
Strategy & Creator Activation
This campaign was built as a two-phase funnel. Phase one focused on traffic: we activated creators to drive volume to the Papa Murphy’s website through allowlisted influencer content. Then in phase two, we retargeted those audiences with conversion-optimized creative. The result? A seamless upper-to-lower funnel flow that moved viewers from scroll to cart.
We activated a multi-tier mix of nano, micro, and mid-tier creators across Instagram and TikTok. Some were long-time Papa Murphy’s fans; others were new to the brand. But all had one thing in common: they could produce content that felt real. Content types ranged from pizza hacks and family night vlogs to TikToks that showed the real-time dinner dilemma (“nothing in the fridge”) solved by a quick Papa Murphy’s run.
Creators were tasked with showcasing seasonal LTOs (like the Jack-O Pizza and Cheesy Stuffed Crust) and evergreen meal options in ways that felt native to their personal content styles. High-performing pieces like Emily Carriveau’s pizza roll hack and @johneatscheap’s cheesy stuffed crust review were used in retargeting ads that pushed conversions at record-breaking efficiency.
Post Types
TikTok
Videos
In-Feed Posts
Reels & Stories
Meta Paid Media
UGC/IGC
Performance Results & Key Metrics
This campaign was designed to perform—and it did. With a dual-phase strategy optimized for traffic and conversions, Papa Murphy’s saw strong ROI at every stage of the funnel.
TikTok emerged as the top engagement platform, driving double the interaction rates of Instagram. Content that prioritized relatability and creativity—like Emily Carriveau’s pizza roll hack—earned the most shares and saves, while high-efficiency reviews like @johneatscheap’s stuffed crust spotlight became the backbone of retargeting wins. His TikTok alone generated 6,300+ purchases and $192K in revenue.
Other creators like @smalltownme delivered major performance on the traffic front, accounting for nearly half the campaign’s total landing page views with a CPLPV of just $1.24. And busy-mom content from @heykatieejay hit top marks in both conversion and engagement across Instagram.
Meta data showed a 13.4% video view rate in phase one and an even stronger 23.84% VTR in phase two—suggesting our retargeting creative not only caught attention, but deepened purchase intent.
“We drove over $300,000 in sales across both phases—traffic and conversion. We had an 879% return on ad spend. And over 500 post shares. So there was a lot of earned media value there.”
—Kristine D., Director of Performance, The Shelf
Papa Murphy’s became a go-to case study for how creator strategy and platform fit can transform dinner into serious revenue.
📊 Performance Overview
🔗 Link Clicks + Sticker Taps
- 71.9K link clicks across traffic and conversion phases
- 43 sticker taps tracked from Stories
🌐 Website Traffic & Paid Performance
- 22.2K landing page views during traffic phase
- $1.24 CPLPV (Cost per Landing Page View) from top performer @smalltownme
- 2.66% CTR (traffic phase) | 0.99% CTR (conversion phase)
- 318K video views (traffic) | 202.9K video views (conversion)
- 13.4% → 23.84% VTR increase between phases
🛍️ Conversions & Revenue Impact
- 11.6K tracked purchases via Meta Pixel
- $334K+ in total purchase value
- $0.96 CPA
- 879% return on ad spend (ROAS)
📱 Platform & Creator Insights
- @johneatscheap drove 65% of campaign sales — $192K in revenue
- @smalltownme delivered 49% of traffic phase LPVs — 10.6K LPVs
- TikTok = 2x engagement vs. IG — most shared + saved content
- Hack content & family dinner POVs drove conversion — pizza rolls, stuffed crust, busy mom demos
Top Performing Creators
John of @johneatscheap
John wasn’t just a strong performer—he was the campaign MVP. His TikTok review of the Cheesy Stuffed Crust pizza delivered 6.6K customer purchases, accounting for a jaw-dropping 65% of total campaign sales and $192K in tracked revenue. With the highest AOV of $28.98 and a 1.24% CTR, John proved that trust and relatability at scale moves product. He mastered the art of creating content that feels casual but converts like paid media—transforming a single TikTok into a conversion engine that anchored the entire retargeting phase.
Emily Carriveau of @smalltownme
Emily’s viral pizza roll hack lit up TikTok and became the top traffic driver of the campaign—responsible for 49% of total landing page visits. Her content alone generated 10.6K LPVs at a $1.24 CPLPV, outperforming campaign benchmarks and demonstrating elite efficiency. She delivered $17.8K in purchase value with an average order of $28.81, making her both a traffic trailblazer and a revenue rockstar. With top marks across traffic, cost-efficiency, and conversion value, Emily was a performance powerhouse from scroll to cart.
Rosie Piper of @rosiepiper_
Rosie’s candid, slice-of-life moment—showing a real dinner pickup from Papa Murphy’s—helped anchor the campaign in everyday relatability. Her tone and aesthetic blended seamlessly with the brand’s value-forward messaging.
Safi of @safiinmotherland
Safi’s IG carousel spotlighted a joyful post-dinner moment with her kids and dessert—earning an impressive 27.16% engagement rate. Her authentic family storytelling created standout emotional resonance and strong save/share behavior.
The Campaign Wrap-Up
Papa Murphy’s proved that creator content can do more than just entertain—it can convert. This campaign crushed benchmarks across both traffic and conversion, generating over $334K in sales from relatable, shareable, platform-native content. The two-phase funnel, anchored by top creators, turned everyday moments into measurable outcomes. From dinner-table demos to viral pizza hacks, the content resonated—and the numbers followed. The Shelf didn’t just help Papa Murphy’s show up in the feed. We helped them move product.
🧠 Key Takeaway
The Papa Murphy’s campaign proved that creator content—when structured like performance media—can deliver big revenue wins in QSR. This wasn’t just about awareness. It was about movement: from scroll to cart, and from content to conversion.
- Two-phase funnel drove full-funnel results—traffic content built familiarity, retargeting content drove purchase intent.
- One creator drove 65% of tracked revenue, highlighting the power of creator-product fit in high-stakes categories.
- TikTok engagement doubled Instagram’s, making it the campaign’s top-performing platform for virality and shareability.
- 500+ post shares and $334K in revenue prove that smart sequencing + relatable storytelling = serious ROI.
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