Campaign Spotlight: Thanksgiving Influencer Marketing Campaigns
As the Thanksgiving season rolls around, consumer excitement and spending are set to soar, with 34% of shoppers planning to increase their Thanksgiving spending, according to Circana’s recent surveys. Last year alone, Thanksgiving week saw a $2.4 billion surge in grocery purchases, underscoring the holiday’s impact on consumer behavior. To highlight how brands are tapping into this holiday momentum, we used the Captiv8 platform to take a closer look at the top influencer marketing ads from 2023 that mentioned Thanksgiving. In this blog, we’re spotlighting standout Thanksgiving influencer marketing campaigns that created meaningful connections with audiences in the lead-up to the big day.
Zoha Malik Drives an Impressive 22% Engagement Rate in Collaboration With King’s Hawaiian Rolls
For Thanksgiving 2023, King’s Hawaiian launched a campaign that showcased the versatility of their Hawaiian Sweet Rolls, with a focus on elevating the holiday meal experience. One standout moment came from influencer Zoha Malik (@bakewithzoha), who shared a mouthwatering recipe for Korean Cream Cheese Garlic Buns, using King’s Hawaiian Original Sweet Rolls. Her post, features the sweet, savory, and garlicky buns that “might make you never go back to regular garlic bread.” The Reel generated an impressive 22% engagement rate and over 2.8 million views. King’s Hawaiian strategically shared similar recipes and visuals on their own social media channels, demonstrating the endless possibilities for their rolls and encouraging followers to incorporate them into their Thanksgiving feasts. This campaign not only highlighted the rolls’ versatility but also fostered a sense of excitement around their product in the context of holiday meals.
Sarah Kim’s Korean Thanksgiving Feast and Coca-Cola: A Recipe for Magic
Coca-Cola’s “A Recipe for Magic” campaign debuted in 2023, bringing together the joy of sharing a delicious meal with the refreshing taste of an ice-cold Coke. This global initiative celebrates the magic that happens when food, family, and Coca-Cola come together, and it was particularly impactful during the holiday season.
One standout piece of content was from TikTok influencer Sarah Kim, who shared her unique Thanksgiving experience. Sarah’s Thanksgiving celebration stood out not just for the inclusion of Coca-Cola but also for the fusion of her cultural roots. As an adult, Sarah has come to appreciate the unique blend of flavors her Korean Thanksgiving spread offers, making it a personal and meaningful tradition Her post resonated with her followers, generating over 9 million views and a 5.64% engagement rate. Sarah exemplified how Coca-Cola’s “A Recipe for Magic” campaign is about more than just the meal—it’s about celebrating the diverse ways food brings people together, creating lasting memories and moments of connection.
In addition to this, Coca-Cola’s campaign featured a blend of celebrity chefs, cultural icons, and over 750 local food influencers, creating a global conversation about what makes a recipe magical. The campaign not only encouraged fans to share their own “Recipes for Magic” but also generated over 20 billion social media impressions, emphasizing the connection between food, culture, and shared moments.
@hoemgirl Thanksgiving with my family, all of my favorite Korean foods, and an ice-cold coke. That’s my Recipe for Magic. Share your own recipe for magic! @Coca-Cola #cokepartner #recipeformagic #ad ♬ original sound – Sarah 호정
Shein’s Affiliate Program Powers Pre-Thanksgiving Sales
Ahead of Thanksgiving and Black Friday 2023, Shein ramped up its affiliate marketing efforts, collaborating with influencers to drive sales and create buzz around its holiday promotions. One standout example was Paula Forest (@fitfashionistarocks), who showcased Shein’s trendy holiday styles through engaging Reels. Her posts featured her modeling the latest Shein pieces, and included exclusive discount codes for her followers, providing an added incentive to shop. Paula’s Reel generated an impressive engagement rate of 10.9%, demonstrating the power of affiliate influencers in sparking excitement and driving conversions during the crucial pre-holiday shopping period. By leveraging influencers like Paula, Shein successfully reached a wide audience and captured attention ahead of the busiest retail season of the year.
Captiv8 Helps Brands Maximize the Success of Thanksgiving Influencer Marketing Campaigns
Whether through unique food experiences, holiday-inspired fashion, or exclusive promotions, these campaigns successfully engaged audiences and drove meaningful results. By partnering with influencers who authentically resonated with their target demographics, brands were able to amplify their reach and create memorable moments that encouraged purchasing ahead of Black Friday. At Captiv8, we empower brands to achieve similar success by providing the tools to discover the right influencers, track campaign performance, and measure engagement, ensuring that every holiday marketing strategy is a recipe for success. Interested in learning more? Take a platform tour today!
