Eat zucchini? Eat zucchini. Proof that people listen when an influencer says “Try this!”

Here's a tale as old as time. 

“How can I be sure my influencer content is actually converting?”

It’s the question every brand asks, especially when content flies out fast and feeds saturate faster. Views are great, engagements are always validating.

But what happens when the screen’s locked? Do viewers turn into shoppers?

In partnership with Yumi’s (a joint one between ourselves at Sticki and our sister agency DataSauce), we’ve been building and scaling their Content Library for over a year now. 

A bespoke system that delivers performance-driven assets at scale (incl. UGC videos, influencer campaigns, photography, et cetera) – in the formats they need, exactly when they need them.

New product launches, overarching brand campaigns, collaborations with partners – you name it. This is then amplified (by DataSauce, of course) across all their paid & owned channels.

So, now for the big question: When a product is stocked in major retailers like Coles & Woolworths, how can we attribute a sale on the dip aisle shelf to views on an influencer post?

We don’t doubt that you’re familiar with Yumi’s famous dip ranges. Their tried and tested family favourite hummus? So good you can buy it in a 1kg tub – and sometimes devour in one sitting.

But when your brand is famous for a core product that lives on one aisle, our focus has to shift to making their lesser-known products (spread across other aisles) just as popular. 

Who better to help influence people on buying a product than influencers?

Enter Yumi’s Veg Range. 

Think Veggie Bites & Fritters, delicious Koftas and ever-classic Falafels – we developed a campaign that showcased Yumi’s products through quick, approachable recipes that fit into daily life. 

Nothing overly aspirational or over-produced. Just practical, appetising ideas that parents and busy households could genuinely picture themselves making.

Creators posted their recipes across Instagram & TikTok, and DataSauce amplified them across TikTok Spark Ads / a hybrid structure between Partnership Ads and manual builds on Meta Ads. 

The real story? Well, that lies in the results. 

Correlation revealed that our online activity translated tangibly into offline sales, purchase intent, and Yumi’s added to baskets at supermarkets – with total units sold increasing by over 16.6K.

Our role (well, part of our role) as Yumi’s influencer marketing agency was to curate a mix of Aussie influencers who already resonated with family-focused, food-loving audiences – then briefing them to develop content that aligned naturally with their kitchens, routines, and personal cooking styles.

These briefs steered clear from forcing uniformity.

Each content creator brought their own take on how Yumi’s Veggie Range fits into everyday meals – from wraps and brekky bowls to tacos and meal prep sandos.

It was an approach that became endlessly relatable and repeatable. The type of save-worthy inspo that makes someone think “I could make that tonight.”

They’d need to head over to Coles or Woolies first, however. But given the in-store sales figures we’ve gotten from Yumi’s themselves, we’re certain they did.

“Winning” is subjective when a campaign offers so much variety and such talented creators that each bring to the table something special. 

But we asked our team, and these ones were particularly memorable.

@katejenko

Across both organic and paid, @katejenko drove some of the highest save / share ratios in this campaign. Her tone? Funny and approachable. Editing? Quick and digestible. Her delivery? Warm, conversational and authentic – balancing relatability with appeal. And with cost per engagement (CPE) sitting at $0.66, Kate’s content was, by influencer marketing standards, a truly cost efficient contender.

@breesyummycreations

Particularly over Meta Ads, Bree (@breesyummycreations) ended up our consistent top performer for younger and core female segments, delivering the highest combined click volume and engagement. Her natural pacing, food-forward framing, and warm tone aligns strongly with both Coles and Woolies’ target demographics, ultimately generating over 13.4K link clicks.

@chefbaka

Don’t forget the MEN! We’d never forget the men, and if you thought Sticki would exclusively partner with female creators for a cooking campaign… Um, check yourself. Alex aka. @chefbaka was our strongest performer amongst male audiences, and the most reliable all-rounder for high-efficiency ad traffic. His content balances clear recipe steps with highly appetising visuals, making it ideal for scaling. Plus he’s just fun to watch.

@zsana.g

Zsana (@zsana.g) and her Zucchini Bites were one of our stronger TikTok performers, driving the highest number of clicks at the most efficient cost per click (CPC). Her content generated high engagement signals across the entire campaign, largely because her “day in the life” storytelling style feels completely native to TikTok. Lo-fi, organic, and with Yumi’s seamlessly woven into her routine.

Across 13 live posts, the Veg Range campaign delivered undeniable efficiency and, most importantly, intent. Our biggest callout? During our six weeks of active advertising ft. influencer content, total units sold increased by +16.6K compared to the prior period without ads.

By tapping on the power of influencers, we reached an audience of ~1.89M total followers, generating 1.93M views at a low, low cost per view of $0.01.

Beyond the numbers, audience sentiment told an even more powerful story. 

Comment sections reflected deep brand affinity, calling Yumi’s “amazing” and “the best” – with many recognising the Veggie Bites and Falafels as long-time favourites. 

Discovery and purchase intent were LOUD and clear, according to verbatim quotes like:

• “I’m going to buy these today.”
• “Need to find these immediately.”
• “Brb off to Coles.”

Other comments saw viewers (not just our creators!) sharing how they’d use Yumi’s products themselves, for mid-week dinners or kid-friendly meals. 

Ease, accessibility and availability at local supermarkets also resonated further, especially with health-conscious and gluten-free shoppers who felt directly catered to.

And when later repurposed across ad platforms, our content continued to perform at 5.02% Avg. CTRs, amassing over 62K link clicks that redirected keen eyes to Coles and/or Woolies.

If you ask us, that’s proven impact on retail performance.

In short, when creator content is built with intention, it drives action.

By knowing when (and how) to balance the aspirational with the practical, our influencer marketing experts anchored this campaign in bona fide meal-time behaviour / Aussie home cooks to best resonate with as many audiences as possible. 

And while not every purchase can be directly attributed to a click, measuring with correlation allowed us to connect online exposure with offline behaviour. 

You don’t need to be a data whizz to spot trends like these. When units sold jump by the thousands after influencer activity, the impact is plain as day. Purchase intent? Noticeably stronger. Yumi’s veggies? Flying off shelves and into Coles and Woolies baskets more often than ever.

This campaign was also part of our ongoing Content Library partnership with Yumi’s – which made smarter testing, scalable iterations, and always-on optimisation possible. 

If you’re keen to build a system that works just as well, chat with us here.