Case Study: Tom’s of Maine boosts brand awareness and reaches 1.72M people by activating 1,000 micro-influencers with Later Influence

How Tom's of Maine drove 600% more engagement than organic social

Tom’s of Maine needed to boost brand awareness and engagement on Facebook, Instagram and Twitter while gathering consumer insights. Later Influence worked with the brand to launch a branded community of micro-influencers to drive social engagement, product trials and first‑party feedback.

Later Influence activated 1,000 micro‑influencers who generated 6,496 likes, comments and shares, reached 1.72M friends and captured 4,270 survey responses, helping Tom’s of Maine engage 600% more consumers than its official Facebook and Instagram pages combined. The program produced rich social demographic and purchasing data, strong user‑generated content, and measurable uplift in earned media and consumer insights.

Tom’s of Maine

Bridget M. Burns

Social Media Strategist