Case study

impact.com’s
sizzling strategy
more than doubled
engagement for
BBQGuys@mydarlingpassportSituation

About

Need to engage beyond backyards

BBQGuys

BBQGuys is a major online retailer for all things

BBQGuys® is the leading ecommerce retailer of premium

grill-related. With its collection of recipes, kitchen tools

grills, BBQ smokers, and outdoor living products forand grill equipment, the brand wanted inﬂuencers tohomeowners and professional builders. What began as ashare what made them #BornToGrill with user-generatedhumble brick-and-mortar store in 1998 has since evolved

content (UGC) that could become brand assets.

into one of America’s fastest-growing private businesses

Campaign goals included building brand awareness in theUnited States, securing BBQGuys as a leader in the— a brand that has served over a million happy
customers nationwide.

grilling space, and reaching new customers outside thecore grilling group—driving trafﬁc during the Memorial
Day sales period.
BBQGuys had to ﬁnd inﬂuencers whose personal
storytelling could offer a fresh viewpoint, atypical of thebrand’s suburban backyard consumer. Think grillingagainst the New York City skyline or on-the-go with acamper grill.

Situation

Solution

Outcome© 2023 impact.com. All rights reserved.

Solution
Diversify voices and maximize content
The content created for ourBBQGuys partnered with impact.com’s managed services
team to help with inﬂuencer casting, contracting, andexpertise. Target audiences outside the typical male suburban#BornToGrill campaign with
impact.com was exactly what wewere looking for from agriller included urban dwellers, LGTBQ+ couples, and female

brand-building perspective. Thanks

campers who could introduce BBQGuys to new audiences.

to the thorough casting process we

The impact.com team recommended a mix of micro-and

were able to ﬁnd and work with

mid-tier inﬂuencers to generate the most content and gain

inﬂuencers that created positive

strong impressions. This strategy allowed the team toconversations around the grilling

capitalize the larger inﬂuencers’ reach while staying in budget
by having smaller creators generate additional content.
Key pillars of impact.com’s strategy included:●Commissioning original content across diverse formats,including video, and positioning personal narratives

and outdoor lifestyle.
Scott Sills
Social Marketing andCommunications Specialist
BBQGuysalongside brand messaging.

Situation

SolutionOutcome© 2023 impact.com. All rights reserved.

Solution (cont.)
Diversify voices and maximize content

Key pillars of impact.com’s strategy included:●Negotiating usage rights to repurpose custom
content from creators for paid ads, social
ampliﬁcation, and UGC on BBQGuys-ownedchannels.

●Partnering with a diverse pool of 10 inﬂuencers,
ranging from foodies to parents to outdoor
enthusiasts, to share the many ways they are all#BornToGrill.

Inﬂuencers reached a 60 percent
female audience aged 18-34 incities such as Los Angeles, NewYork, Chicago, and Miami.
Situation

Solution

Outcome@functioningwith_rugrats© 2023 impact.com. All rights reserved.

Outcome
Savvy contracting exceeds targets

5.5%— 2X+ moreengagement rate
than benchmark

BBQGuys overchieved its campaign goals using impact.com.
By expertly negotiating talent rates, impact.com secured
two additional inﬂuencers beyond the target of eight for#BornToGrill, all within budget.
The result? Eight additional Instagram Stories and two
in-feed posts totalling 30 pieces of UGC vs the promised 20.

636k

combined

311k+

organic

inﬂuencer reachOverall, the program delivered 90k+ impressions and almost
3k engagements more than the contracted goal. Thecampaign also outperformed goals on the following KPIs:●

Nearly 17k organic engagements●

760 organic clicks

The program earned an extremely strong 5.5 percent

impressions

engagement rate — more than two times the 2.12 percent
benchmark for impact.com managed programs with asimilar budget and 7–12 inﬂuencers.

Situation

Solution

Outcome

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