Cuisinart, Canada
Turning creator content into
a high-efficiency launch engine.
A TikTok-first influencer program for Cuisinart's new ice cream and espresso machines, combining creator-native storytelling with paid amplification to generate mass awareness and millions of visits to Cuisinart's ecommerce platform.
From barista-style coffee to craveable frozen creations, each video demonstrated the product through a creator lens.
Breaking through without relying on
celebrity-scale budgets.
Cuisinart was preparing to introduce new ice cream and espresso machines to Canadian consumers in a highly competitive small-appliance category.
Competitors were generating significant attention through high-profile talent, celebrity partnerships and large launch budgets. Cuisinart needed a differentiated way to reach younger Millennial consumers, build excitement around the new machines and drive qualified traffic to its ecommerce platform, while using its marketing investment more efficiently.
The opportunity was not simply to secure influencer endorsements. It was to create content that could perform naturally within TikTok, then scale the strongest ideas through paid distribution.
Creator-led recipes turned product demonstrations into highly visual, engaging TikTok content.
On TikTok, creative relevance can matter more than creator reach.
The creators with the largest audiences are not always the creators best equipped to make a product feel relevant.
For Cuisinart, the opportunity was to prioritize creators based on their aesthetic, storytelling ability and natural connection to the product rather than follower count alone. Micro and mid-tier creators could produce content that felt more credible and platform-native, while giving the brand a broader range of creative to amplify.
By treating creator selection and creative direction as performance levers, Cuisinart could build a more scalable and cost-efficient alternative to one-off macro-influencer partnerships.
65.7M
Combined TikTok impressions
2.83M+
Visits to Cuisinart ecommerce landing pages
10.81%
Top espresso CTR vs. 0.92%-3.4% benchmark
7.48%
Top ice cream CTR vs. 0.6%-0.65% benchmark
A creator system built for authenticity, amplification and efficiency.
We built a TikTok-first creator program around creative fit, selecting micro and mid-tier influencers who could bring Cuisinart’s new products to life through authentic, platform-native content.
- 1Developed the TikTok-first strategy. Conducted audience, category and platform research to identify how the products could show up naturally within the content younger, design-conscious consumers already enjoyed.
- 2Selected creators for creative fit, not reach alone. Sourced and evaluated micro and mid-tier creators based on their visual aesthetic, storytelling ability, audience alignment and potential to create compelling product-led content.
- 3Built tailored creative direction by developing campaign messaging, creator briefs and content direction that established clear product priorities while giving each creator room to bring the idea to life in their own voice.
- 4Managed the influencer program from end to end. Led creator outreach, negotiations, contracts, relationship management, content reviews and coordination throughout planning, production and publication.
- 5Created a portfolio of amplification-ready assets. Delivered eight paid creator TikToks for the ice cream campaign and eight for espresso, giving Cuisinart multiple creative routes to test and scale.
- 6Extended the strongest content through paid media. The strongest creator content was sparked and amplified through TikTok, using paid distribution to turn authentic creator stories into mass-reach campaign assets.
A mix of micro and mid-tier creators helped Cuisinart show up authentically in the feeds of the right audiences.
The Outcome
Creator-led TikTok campaigns delivered mass awareness and highly efficient ecommerce traffic, generating 65.7 million impressions and more than 2.83 million landing-page visits for Cuisinart's ice cream and espresso launches.
Three functions, one connected system.
Our work is structured around three core functions:
Build Product Desire
Creator-led recipes transformed the machines from product demonstrations into inspiring, highly visual experiences audiences could imagine recreating themselves.
Capture Attention and Demand
Platform-native content earned attention organically, while TikTok amplification extended the strongest ideas and drove audiences directly to Cuisinart's ecommerce platform.
Improve Acquisition Efficiency
A portfolio of micro and mid-tier creator content gave Cuisinart more creative assets to test, learn from and scale than a one-off macro-influencer approach, delivering significant reach and traffic at efficient CPMs.
Pinch stands out for how seamlessly they manage influencer campaigns from beginning to end. They helped us create authentic TikTok content that reached exactly the right audience, exceeded our expectations and delivered strong value for our marketing investment.
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