Boldly Citrus; Unapologetically You.
Campaign Overview
Client: Peelz Citrus
Industry: Food & Beverage (CPG / Produce)
Campaign Focus: Brand Awareness, Engagement, and UGC Generation
Platforms: TikTok, Instagram (Reels, Carousels, Stories), Meta Paid Media
Content Type: Creator-led short-form video, bold lifestyle content, and high-impact UGC
Peelz Citrus partnered with The Shelf to shake up the mandarin category. The brand wanted to move beyond the “wholesome family snack” narrative and reposition itself as the bold, modern fruit for adults who snack with style. From November 2023 through May 2024, The Shelf engineered a data-backed influencer campaign designed to inject humor, creativity, and attitude into a sleepy grocery aisle. The goal: to make mandarins cool again—and prove that personality, not polish, drives performance.
Creative Concept
The creative concept was built around one defining truth: Peelz is citrus with a personality.
The Shelf’s strategy team developed three storytelling pillars—Unapologetically Bold, Influencers with a Bit, and Outside the Box—each reflecting a different flavor of creative energy that collectively reframed how consumers see fruit brands.
Under Unapologetically Bold, creators leaned into edgy edits, bright aesthetics, and scroll-stopping transitions that made mandarins feel more like streetwear drops than produce. Influencers with a Bit tapped humor and storytelling to connect Peelz with culture through relatable, personality-driven content. And Outside the Box celebrated cinematic DIY creativity—painted murals, surreal edits, and the kind of visual experimentation that sparks shareability.
Together, these creative lanes positioned Peelz as the citrus brand that doesn’t play it safe. It owns color, confidence, and cultural relevancy—proof that even in the produce aisle, storytelling still sells.
Goals & Target Audience
The Peelz campaign set out to do more than boost visibility — it aimed to rebrand an entire fruit category. The goal was to reposition Peelz as the bold, modern alternative to “kid snack” mandarins by showing that citrus could live comfortably in culture, not just in lunchboxes. The Shelf was tasked with driving top-of-funnel awareness, particularly with women aged 25–44. Behaviorally, these are digital-first shoppers who discover new products through social content and buy into brands that make them feel seen. They’re parents, professionals, and creators of their own routines, drawn to humor, aesthetics, and authenticity over polish. Our aim was to grow engagement and build a content library of scroll-stopping creator assets that could power both organic reach and paid performance across TikTok and Instagram.
Goals
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Increase brand awareness among adult shoppers (Millennials + Gen Z)
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Deliver high-impact creator content optimized for both organic and paid performance
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Exceed KPIs for impressions (goal: 21 M → achieved 41.1 M) and engagements (goal: 1.2 M → achieved 1.7 M)
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Build a diverse UGC library for future brand and retail use
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Validate creative performance through allowlisting and measurable ROI
Strategy & Creator Activation
To bring that vision to life, The Shelf activated 28 creators across TikTok and Instagram, spanning micro to mega tiers. Influencers were chosen not for follower count, but for fit—each one embodied the creative edge and humor that define Peelz’s identity. The campaign leaned heavily into short-form video, emphasizing Reels, Stories, and TikToks that could blend lifestyle content with bold visual storytelling. Organic phases established the brand voice; allowlisting scaled the message to millions more through Meta’s Advantage+ algorithms.
Creator Activation
Each creator was briefed under one of three creative pillars—Unapologetically Bold, Influencers with a Bit, or Outside the Box—with room for improvisation and flair. Deliverables included high-energy edits, humor-driven skits, DIY visuals, and cinematic transitions that made Peelz feel like a lifestyle accessory. From @akana_official’s viral humor to @360val’s bold transitions and @kimtish’s 1.2 M-view tablescape, every asset showcased what happens when creative freedom meets data-backed direction: unfiltered authenticity that performs.
Post Types
TikTok
Videos
In-Feed Posts
Stories
Reels
⚡ Performance Results & Key Metrics
Built to reposition a humble mandarin as a cultural moment, the Peelz campaign fused creative experimentation with data discipline. Every decision — from creator mix to content pacing — was designed to test how far personality and performance could stretch together. The Shelf team engineered a dynamic system that learned in real time: optimizing, allowlisting, and scaling what audiences loved most. The outcome was more than reach — it was a measurable shift in how people engaged with a fruit brand.
What worked best? Short-form storytelling and humor-driven content. Creators who leaned into comedic edits and “snack-sized” scenarios doubled engagement compared with traditional lifestyle posts, proving that cultural tone is as powerful as creative polish. TikTok’s Interest Graph extended Peelz’s visibility far beyond its follower base, while Meta’s Advantage+ optimization turned those organic insights into paid efficiency — driving CPM down by 26 % and CTR up 17 %. What started as an awareness push evolved into a case study in full-funnel fluency.
On Instagram, bold creator storytelling delivered more than 10 million organic impressions and 298 K engagements. Stories were the unexpected MVP — with engagement rates running 2.5 × higher than benchmark, driven by quick, playful taps that mirrored Peelz’s personality. Reels like @kimtish’s cinematic tablescape (1.2 M views) and @360Val’s high-energy transitions became performance anchors, later repurposed for paid. Across platforms, video outperformed static content by a wide margin — 69 % of all videos exceeded impression benchmarks.
Scale followed creativity. The campaign over-delivered on every key metric — producing 145 % of scoped assets (113 posts total) and 159 % of scoped impressions, with total reach climbing to 41.1 million. Engagements hit 1.7 million, and allowlisted ads generated a blended 4.6 % engagement rate at a $1.84 CPM — outperforming industry norms by nearly 2 ×. The team’s continuous test-and-learn cycle turned creators into a live feedback engine — a tangible example of AI-powered performance optimization in practice.
By campaign’s end, Peelz had transcended the grocery aisle. It wasn’t just fruit content — it was a brand behaving like a creator, using data to earn attention and creativity to keep it. 41 million impressions. 1.7 million engagements. One refreshed category. 🍊
📊 Performance Overview
👀 Impressions & Reach
- 41.1 M total impressions across TikTok + Instagram (159 % of goal)
- 10 M+ organic impressions on Instagram alone
- Influencer content over-delivered with 145 % of scoped assets (113 posts)
💬 Engagements & Interactions
- 1.7 M total engagements (18 % above goal)
- 298 K organic engagements on Instagram including likes, shares, and comments
- IG Stories ER 2.52 % — 2.5 × benchmark
- In-feed ER 2.54 % | TikTok ER 1.37 % (organic + boosted)
🔗 Link Clicks + Sticker Taps
- 19,263 total link clicks from allowlisted ads
- 53,680 link clicks + 3,463 sticker taps from IG Stories alone
- 1,171 shares | 1,042 profile visits | 222 replies on Stories
📈 Paid Media Performance
- CTR 0.06 % (↑ 20 % vs benchmark)
- CPM $1.84 (↓ 30 % vs industry average)
- Blended Engagement Rate 4.58 % — nearly 2× typical paid media norms
🎥 Content & Platform Highlights
- @akana_official (Top TikTok Performer): 2.33 M impressions | 9,760 clicks | 2.13 % CTR | 44 % of total campaign impressions
- @kimtish (Top Instagram Reel): 1.2 M views | 113 % view ratio | 2.5× engagement benchmark
- Instagram Stories led overall performance with snackable, scroll-stopping content
- Video outperformed static content — 69 % of videos beat impression benchmarks
Influencer Highlights
Unapologetically Bold Creators
The “Unapologetically Bold” category spotlighted influencers who brought Peelz’s edgy, daring vibe to life. By using bold visuals, trendy transitions, and eye-catching edits, these creators helped reshape Peelz as a snack for stylish, confident adults. Their content didn’t just stand out—it resonated, achieving 3x more shares and 3.5x more saves than other groups, establishing Peelz as a must-have for those who live unapologetically.
Bold Creator #1: Val of @360val
Val’s dynamic summer-themed posts set the stage for Peelz as the ultimate go-anywhere snack. Her bold, aesthetic transitions—shot against vibrant, outdoor backdrops—captured the brand’s refreshing vibe, making Peelz feel like the must-have citrus accessory. Pulling in over 2.5 million impressions on Instagram, Val’s content was both visually captivating and highly effective, making her a top performer in showcasing Peelz’s brand positioning with energy and elegance.
Bold Creator #2: Michelle Norris of @michelle_norris
Known for her visually stunning mixed-media style, Michelle brought a fresh artistic flair to the Peelz campaign. Her dynamic, creative visuals seamlessly integrated the brand’s bold identity, resonating with audiences who appreciate unconventional, authentic content. Michelle’s work expanded Peelz’s appeal, merging art with marketing in a memorable way.
Bold Creator #3: Kimberly Anne of @itskimtish
Kimberly brought her signature vibrant style to the campaign, creating an eye-catching tablescape reel that transformed Peelz mandarins into an essential part of the visual story. Her content delivered big, racking up over 1.2 million organic views on Instagram and demonstrating an ideal blend of relatable charm and striking aesthetics. Kimberly’s knack for creating beautiful, shareable content made her post a standout, driving brand awareness with an authenticity that kept viewers hooked and excited about Peelz.
Videos That Tap into the Interest Graph
These videos are designed to capture audience attention by tapping into the Interest Graph—focusing on what viewers love, follow, and engage with. Each video in this section creatively integrates Peelz within trending interests and unique styles, making it highly shareable and instantly relatable. By aligning with audience passions, these videos drive stronger connections and engagement, putting Peelz front and center for fans across diverse niches.
Outside the Box Creators
The “Outside the Box” influencers pushed creative boundaries, using bold visuals and unique storytelling to give Peelz an edgy, unexpected flair. With creators like @akana_official, whose humor-driven videos captured 2.3 million TikTok impressions, and @360val, whose summer-themed Instagram posts racked up 2.5 million impressions, this group made Peelz feel fresh and crave-worthy. Their distinctive, unconventional styles resonated strongly with audiences, embodying Peelz’s rebellious personality.
OTB Creator #1: Dani Dazey of @danidazey
Dani Dazey (@danidazey) is a renowned fashion, print, and interior designer celebrated for her vibrant, maximalist style whose work has been featured in publications like Architectural Digest, Domino, and Dwell. Dani crafted a captivating collection of 60s-inspired content. Her unique approach seamlessly integrated Peelz products into retro-themed visuals, aligning with the brand’s bold and edgy identity. Dani’s content not only showcased the product but also resonated with audiences, enhancing Peelz’s appeal through her distinctive artistic lens. Dani’s ability to blend fashion, art, and interior design elements brought a fresh perspective to the campaign, making her contributions stand out and effectively engaging viewers.
OTB Creator #2: Kelli Erdmann of @kelladactyl
Kelli Erdmann (@kelladactyl) is a professional dancer and content creator renowned for her innovative filmmaking, where she masterfully combines choreography with creative editing. Her Reel for the Peelz Citrus campaign was a standout, drawing in 3 million impressions and achieving an impressive 113% view ratio. With her following of 2.7 million, Kelli’s content secured 19K engagements, showcasing a True Engagement Rate of 0.60%. Her visually captivating style and seamless integration of Peelz into her dynamic dance routine brought the brand to life in a fresh, engaging way, resonating with audiences and driving high visibility for Peelz.
OTB Creator #3: Akana of @akana_official
Known for her humor and high production values, Akana was the perfect match for Peelz’s bold, youthful vibe on TikTok. Her content highlighted Peelz as the ultimate, fun-to-eat snack, cleverly tapping into nostalgia while keeping the brand fresh and relevant. With nearly 2.3 million impressions, Akana’s videos sparked high engagement and capitalized on TikTok’s trending content style, proving that humor paired with high-quality visuals can capture massive audience attention and reinforce the brand’s personality.
OTB Creator #4: Khris @khris_bajis
In the Peelz Citrus campaign, Khris Bajis (@khris_bajis) was featured in the “Outside the Box” category. Her content showcased a unique blend of retro fashion and lifestyle elements, seamlessly integrating Peelz products into her distinctive aesthetic. This approach not only highlighted the product but also resonated with her audience, driving significant engagement and expanding the brand’s reach.
While specific performance metrics for Khris’s content are not detailed in the available reports, her innovative style and creative storytelling contributed to the campaign’s overall success. Her ability to present Peelz in a fresh and appealing light aligned well with the campaign’s objectives, making her a valuable contributor to the “Outside the Box” category.
🏁 Campaign Wrap-Up
The Peelz Citrus campaign proved that even a produce brand can dominate the digital conversation when data and creativity work in sync. By merging Interest Graph Marketing with AI-powered performance optimization, The Shelf turned an everyday fruit into a cultural statement. The campaign didn’t just hit goals—it redefined them: 41.1 million impressions, 1.7 million engagements, and 145% of assets delivered. With humor, bold visuals, and measurable ROI, Peelz became the proof point that influencer marketing isn’t a gamble—it’s a growth engine. 🍊
🧠 Key Takeaways
- Interest Graph > Demographics: Humor-driven, niche content doubled engagements and 4× shares compared to broader lifestyle posts.
- Stories outperform: Instagram Stories delivered 2.5× benchmark engagement, making them the highest-performing format across the campaign.
- Optimization Flywheel in action: 145% of scoped assets created, repurposed, and scaled—fueling ongoing testing and paid performance.
- AI-powered efficiency: Meta’s Advantage+ optimization cut CPM by 26% and improved CTR by 17%, validating The Shelf’s data-first creative approach.
- Creator-product synergy: Top performers like @akana_official and @kimtish proved that authentic, personality-led storytelling drives measurable ROI.
Bold ideas. Cultural relevance. Data-first strategies.
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