Backbone’s Influencer Strategy Helped Sell Out Gerber’s New ComplEAT Camp Cook Collection
Durable. Reliable. Innovative. For nearly 85 years, these traits have established Gerber as a leader in knives, multitools, and survival gear. When it came time to launch the brand’s ComplEAT Camp Cook collection, Gerber worked with Backbone to reach the next wave of adventurers eager to upgrade their makeshift camp kitchens and embrace gear designed to elevate their outdoor cooking experience.
Leveraging Backbone’s extensive network of influencers and creators, the campaign engaged some of the most trusted voices on social media to experience ComplEAT firsthand and share their authentic camp cooking stories with their communities. These personalities blended education with inspiration and brought to life the new collection.
To drive success for the launch, Backbone tapped into content trends to develop a strategy that authentically told Gerber’s story. More specifically, cooking content was having a moment and driving strong engagement—in fact, 51% of social media users watch cooking recipes (Insider Intelligence/ eMarketer, 2024)—so we tapped into the momentum to drive relevance for the ComplEAT collection.
To extend reach and maximize impact of content, we selectively boosted in-feed Instagram posts to a larger engaged outdoor audience, targeting all stages of the funnel with the Advantage+ Shopping Campaign structure.
Thanks to our exceptional partners and their compelling storytelling, CompLEAT sold out instantly. The campaign’s blended organic and paid results include:
- 9 partners produced 60 posts driving 2M+ impressions, 6,500+ link clicks, and 8,000+ post saves.
- 3.7X ROAS
As demand outstripped supply, we successfully introduced ComplEAT to camping enthusiasts and strengthened Gerber’s community presence through third-party validation from some of the most trusted, influential voices.
For more information, please reach out to info@backbone.media
