Drink Out Loud.
ROAR Organic: Turning a Flavor Drop into a Cultural Flywheel
ROAR Organic set out to reinvent hydration with a low-sugar, low-calorie, vitamin- and electrolyte-packed lineup for wellness-minded consumers who want flavor and function in every sip. With national distribution at Whole Foods, Publix, and Sprouts, the brand partnered with The Shelf to make ROAR the go-to choice for socially conscious, active women aged 26–41—and to show up in their feeds as naturally as their favorite creators.
Over three years, The Shelf and ROAR built a creator ecosystem instead of one-off campaigns: micro-creators made hydration funny and human, macro partners gave it cultural weight, an experiential LA flavor launch generated award-shortlisted content, and always-on allowlisting kept top posts working. The result: a scalable, data-backed system that turned a flavor drop into a sustained cultural moment.
- Brand: ROAR Organic — better-for-you hydration (low sugar, low calorie, vitamins, electrolytes).
- Agency Partner: The Shelf — strategy, sourcing, creative direction, paid amplification.
- Audience: Socially conscious, active women 26–41; wellness and lifestyle communities.
- Scope: 3-year creator program; organic + paid + experiential + allowlisting.
- Results: 5.7M (’22), 6.9M (’23), 11.3M (’24) impressions; 4%+ ER; 2.5M+ paid reach; top post ER 61.6%.
Three Years, One Growing Wave
A quick look at how ROAR’s creator program leveled up year after year.
Finding the ROAR voice.
Micro-creators made hydration funny, human, and unmistakably on-brand—introducing ROAR to new audiences with bold, bright, scroll-stopping content.
- 5.7M+ impressions (135% to goal)
- Humor + lifestyle hooks for Whole Foods launch
- Early allowlisting tests on top-performing posts
Turning vibes into a framework.
Four content pillars (Active, Wellness, Arts, Social) turned one-off wins into a repeatable engine for culture, reach, and brand consistency.
- 6.9M impressions across pillars
- ~4% ER — about 2× benchmarks
- 3.3M+ incremental paid impressions
Experience, amplification, awards.
A creator-led LA flavor launch, always-on allowlisting, and re-booked top performers turned ROAR’s playbook into an award-shortlisted ecosystem.
- 11.3M impressions total
- 6.04% IG in-feed ER; 2.5M+ paid reach
- People Mag presence + global award shortlists
Post Types
TikTok
Videos
In-Feed Posts
Stories
Performance Results & Key Metrics
The ROAR Organic creator program was built to do more than drive impressions—it was designed to compound momentum with every launch. Across three years, The Shelf and ROAR refined a system that turned creative experimentation into consistent performance. Each year built on the last: smarter casting, stronger hooks, and sharper creative strategy.
In 2022, the focus was visibility and voice. Humor-forward creators helped ROAR break through the hydration category’s sameness, generating 5.7M impressions—135% of the goal—and proving that humor + health could live side by side.
By 2023, ROAR’s influencer ecosystem had matured into a content engine structured around four creative pillars—Arts, Active Lifestyle, Health & Wellness, and Social & Leisure. The brand doubled engagement benchmarks with a 4% ER and delivered 6.9M impressions, while allowlisting extended performance across Meta, giving creator content new life in paid placements.
And in 2024, everything clicked. The Shelf’s full-funnel strategy turned a flavor launch into an experiential moment that brought creators, consumers, and culture together. The Jess Sims × LA event became a social content factory—producing hundreds of short-form assets that fueled ongoing campaigns and media buzz. TikTok and Meta allowlisting pushed the campaign past 11.3M total impressions, with a 6.04% Instagram ER, 2.5M+ paid reach, and 3.3M incremental impressions from paid amplification.
Creators like Mac Joseph (61.6% ER), Sarah Sundrop (87% of TikTok engagement), and Josh Dixon anchored ROAR’s standout performance. Each embodied the campaign’s sweet spot: creators whose energy matched ROAR’s tone of optimism, humor, and everyday vitality.
The result: three years of compounding success and a blueprint for sustainable influencer growth—where creative excellence, cultural resonance, and optimization fuel each other in an endless feedback loop.
🏆 Campaign Highlights
📅 Year-by-Year Wins
- 2022: 5.7M impressions (135% to goal); humor-led content introduced ROAR’s “Drink Out Loud” voice across wellness, humor, and lifestyle creators.
- 2023: 6.9M impressions, 4% engagement rate (2× benchmark); four creator pillars established — Arts, Active, Wellness, and Social.
- 2024: 11.3M total impressions; 6.04% IG ER; 2.5M+ paid reach; Jess Sims × LA experiential launch earned People Magazine coverage and award shortlists.
👥 Top Performing Creators
- Mac Joseph: 61.6% engagement rate on top post (record high for the campaign).
- Sarah Sundrop: 87.4% of TikTok engagements; 67.7% of total impressions on the platform.
- Josh Dixon & Angie Nicole: Delivered highest performing engagement-to-reach ratios across lifestyle and fitness categories.
📈 Performance & Optimization
- Allowlisting extended top-performing creator content for ongoing paid reach and conversion.
- TikTok and Meta drove +3.3M incremental impressions through paid amplification.
- Organic posts consistently outperformed vertical benchmarks across ER, CTR, and save rates.
🎯 Creative & Cultural Impact
- Shifted from single-campaign thinking to a compounding, multi-year influencer ecosystem.
- Blended humor, authenticity, and vibrant visual storytelling to redefine the wellness beverage category.
- Helped ROAR transition from niche hydration brand to cultural lifestyle staple recognized by industry peers and press.
Influencer Highlights
Molly Garcia on TikTok @burner_phone69
Molly achieved an impressive 8.66% engagement rate on her TikTok post. She leveraged humor and relatability, encouraging her followers to “be a big kid and get yourself a ROAR Organic,” which aligned well with the brand’s tone.
Enah of @urbanfashstyles
With 51K followers, Enah produced two Instagram Reels, one static post, one carousel, and two story sets. Her content achieved high engagement rates, with one post reaching a 53% engagement rate, indicating strong audience resonance.
Hailey Peterson
Hailey Peterson has been an invaluable creative partner across multiple ROAR Organic activations, known for her beautiful, seasonally inspired content that perfectly embodies ROAR’s vibrant and refreshing brand. Her winter holiday photos capture the spirit of cozy, health-conscious hydration, while her spring and summer shots—like the set on rainbow-colored steps and her playful color-block wall backdrop—bring a fresh, dynamic feel to the campaign. In one standout series, Hailey’s outdoor shots in a sundress on the grass present ROAR Organic as the ideal companion for warm-weather days. Her ability to visually align each season with ROAR’s brand identity has consistently delivered eye-catching and engaging content, enhancing the campaign’s reach with her distinct, colorful style.
Sarah Naini of @sarahsundrop
Khris of @khris_bajis
Campaign Wrap-Up
Final Thoughts
The ROAR Organic partnership became a masterclass in momentum—three years of creative precision, cultural fluency, and compounding performance. What began as a simple awareness play evolved into an always-on creator ecosystem that outperformed industry benchmarks at every stage. The campaign’s blend of humor, authenticity, and experiential storytelling didn’t just drive double-digit engagement gains—it redefined how a wellness brand shows up in culture. In the end, ROAR proved that when data meets creativity, even hydration can go viral.
🧠 Key Takeaways
- Momentum compounds: Each year built on the last—turning single-use campaigns into a living, learning creator ecosystem.
- Authenticity scales: Humor, wellness, and lifestyle content made ROAR feel less like a brand partner and more like a cultural presence.
- Creators as catalysts: Micro and macro creators alike fueled awareness, engagement, and paid efficiency—proving creator fit drives performance.
- Data drives creativity: Real-time optimization and allowlisting kept top content performing months beyond the initial post.
- Experience sells: The Jess Sims × LA launch event transformed an influencer campaign into an experiential, PR-worthy moment that amplified reach and credibility.
Bold ideas. Cultural relevance. Data-first strategies.
At The Shelf, we create the blueprint that drives results for brands and inspires the industry. Ready to see what we can do for your brand?Let’s talk.
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