Case Study: Totino's boosts TikTok reach to 11.7M impressions and 4.5% engagement with Later Influence

How Totino’s worked with Later to activate TikTok creators and reach Gen-Z gamers

Totino’s needed to boost relevance with Gen Z gamers but struggled to find a reliable cohort of TikTok creators and diversify its in-house content. To address this, Totino’s partnered with Later Influence and used Later Influence’s influencer marketing platform to target gaming and comedy creators on TikTok and activate an authentic creator-led campaign.

Later Influence sourced and activated 7 creators across a three-wave campaign who produced 9 TikTok videos, generating 11.7M total impressions, 538.4K engagements (4.5% average engagement rate) and a $0.61 CPM. Later Influence’s emphasis on creator fit, creative freedom, and iterative recruitment delivered measurable reach and engagement and convinced Totino’s to adopt similar influencer-driven strategies for future advertising.

Totino’s