Case Study: BBQGuys achieves 2x+ engagement uplift with ACTIVATE Studio

Activate Studio’s sizzling strategy more than doubled engagement for BBQGuys

BBQGuys, the leading e-commerce retailer of premium grills and outdoor living products, wanted to expand its #BornToGrill influencer program beyond the typical suburban backyard audience to generate high-quality user-generated content and drive traffic during the Memorial Day sales period. To manage casting, contracting, and creator strategy, BBQGuys partnered with ACTIVATE (Activate Studio) as an extension of its internal influencer team.

ACTIVATE built a diverse creator mix—urban creators, LGBTQ+ couples, female campers—and used a cost-effective blend of micro- and mid-tier influencers, negotiated usage rights, and commissioned multi-format original content. The 10-influencer program delivered 636K combined reach, ~311K organic impressions, a 5.5% engagement rate (more than 2x ACTIVATE’s benchmark), secured two extra influencers beyond the target, produced 30 pieces of custom content versus the contracted 20, and exceeded impression and engagement goals by 90.7K+ and 2.9K+, respectively.

BBQGuys

Scott Sills

Social Marketing and Communications Specialist