Case Study: Maruchan triples reach and goes viral with Later

Maruchan triples reach goals and drives 8x TikTok clicks with Later

Maruchan, a consumer packaged goods company, faced the challenge of launching its new Saucy Noods product to a Gen Z audience on TikTok. Their objective was to break through the crowded feed and generate authentic buzz, making the product feel like a discovery rather than a traditional advertisement. To achieve an ambitious reach target, they partnered with the vendor Later and utilized its Later Influence service to source the right creators and craft platform-native content.

Later implemented a solution focused on authentic creator partnerships and agile strategy. They sourced creators for cultural fit rather than follower count and capitalized on a spontaneous organic moment, which led to a highly successful "Roomies Collab" pivot. The results significantly outperformed all goals, tripling the projected reach and achieving an engagement rate 6x the TikTok benchmark. The campaign also secured link clicks at a rate 8x higher than benchmarks and drove total engagements that outpaced goals by 15x, proving the immense impact of Later's strategy.

Maruchan