Case Study: How Yellow Picnic Ate Up Instagram
Brand: Yellow Picnic (@myyellowpicnic)
Campaign Lead: Adrianna Garcia
Industry: Health & Wellness / Meal Prep Delivery
Campaign Duration: July 2024 - Present
Goal: Drive brand awareness, increase follower count, and strengthen credibility through strategic influencer partnerships and engaging content.
Background
Yellow Picnic is a fresh, health-focused meal delivery service offering ready-to-eat, nutritious meals every Sunday across NY, NJ, CT, and PA. Before the influencer program launch, Yellow Picnic had 17,000 Instagram followers and a steadily growing but niche audience.
The mission was clear: amplify reach, strengthen credibility, and drive more customers by aligning the brand with influential voices in lifestyle, beauty, and fitness.
Strategy
As Influencer Marketing Manager, I developed and executed a multi-tiered influencer strategy paired with engaging and consistent social content to maintain momentum and audience interaction.
Key actions:
1. Influencer Selection & Vetting
Identified high-impact personalities whose values aligned with Yellow Picnic’s focus on wellness and lifestyle appeal.
2. Relationship Management
Built genuine, personalized relationships with partners to encourage authentic advocacy and long-term collaboration.
3. Content Coordination
Collaborated with influencers to create relatable, aspirational content such as unboxing videos, “What I Eat in a Day” reels, and lifestyle meal integrations.
Key actions Continued:
4. Tiered Influencer Mix
Celebrity & Macro Influencers: Tefi Pessoa, Remi Bader, Natalie & Dylana Suarez, Deandre Brown, Melii, Scot Louie, Dream Doll.
High-Engagement Beauty Creators: Becca Borrero, Ashley Lopez, Kristen Heredia, Valery Alegría
In-House Content Creation
Curated weekly menu slides & videos for Instagram Stories to keep followers updated and excited.
Designed monthly menu polls to drive engagement and collect feedback for future offerings.
PR & Events
Coordinated PR efforts, securing Yellow Picnic’s presence at local wellness events to connect the brand with health-conscious communities further and expand offline visibility.
Performance Tracking
Tracked post-frequency, audience growth, and engagement to refine partnership strategies.
Execution
The program rolled out in strategic waves:
Phase 1: Celebrity and macro influencers introduced Yellow Picnic to mass audiences for immediate visibility.
Phase 2: Niche influencers sustained momentum with relatable, trust-building content.
Phase 3: Consistent menu content, polls, and reposted influencer content reinforced engagement and kept Yellow Picnic top-of-mind.
I personally coordinated influencer communications, arranged deliveries, and ensured all campaign assets reflected Yellow Picnic’s brand voice.
Results
* Follower Growth: +17,000 followers (from 20k to 37k).
* Content Output: 100+ influencer-generated posts across Reels, Stories, and feed content.
* Engagement: Above-industry average engagement rates (5–7%) for the meal prep sector.
* Brand Credibility: Collaborations with cultural and industry icons built trust across beauty, lifestyle, and fitness audiences.
Ongoing Impact: Many influencers continued posting organically beyond the gifting period.
Community Visibility: PR activations at wellness events positioned Yellow Picnic as an active participant in the local health and wellness space.
Key Takeaways
Celebrity endorsements quickly drive top-of-funnel awareness; niche influencers build loyalty and trust.
Engagement tools like polls and weekly menu stories keep existing audiences active while attracting new followers.
Relationship-first management fosters authentic content and repeat collaborations.
PR activations and community events amplify credibility beyond digital spaces, creating a stronger brand presence.
Conclusion
By blending strategic influencer partnerships, community-focused PR, and consistent interactive Instagram content, Yellow Picnic successfully expanded its digital presence, growing from 20k to 37k followers and solidifying its status as a go-to healthy meal delivery service in the Northeast.