This case study features Linqia’s first-hand account of how International Delight partnered with comedy creators to drive engagement and brand affinity.
A staple of Danone’s brand portfolio in North America, International Delight hit supermarket shelves in the 1980s as the first flavored, liquid, non-dairy coffee creamer. Now available in a wide variety of exciting flavors, formats and zero sugar options, the International Delight range has expanded to also offer cold foam coffee creamers and iced coffee drinks.
Linqia is the leading independent influencer marketing agency in the US. Leveraging our AI-powered proprietary technology platform, Resonate, we work with some of the world’s leading brands to develop and execute creatively compelling creator-led strategies that deliver full-funnel results.
Danone wanted to drive awareness of International Delight’s seasonal and classic flavors in a way that encapsulated the brand’s personality, while taking on its “enemies”—coffee shop coffee and plain coffee. So, the brand turned to influencer marketing agency, Linqia, to launch a creator-led campaign.
Strategy
TikTok is an entertainment-first platform that is profoundly changing the comedy industry, so we devised a full-year comedy creator-led strategy to achieve International Delight’s goals and bring the brand’s personality to life.
First, we identified leading social-first comedy creators on TikTok and Instagram, such as @officiallytonytoks, @thatssooodrea, @keeganevansphoto, and @therealemilylin.
Then we inspired them to incorporate International Delight into social-first skit content that delivered on key brand messages, such as, “you can be your own barista,” “if you hate plain coffee, you’re not alone,” and “plain coffee is canceled.”
We empowered influencers to tap into their unique comedy styles, e.g., leveraging VFX effects, filming movie trailers, making news announcements, and playing multiple characters via low-fi costume changes, all while keeping our product and brand messages front and center.
Results
Across 3 pulses of organic posting creator content delivered 36.4MM impressions and 251K engagements.
These 3 flights of posting alone drove +306% growth in organic engagements year-over-year, while utilizing only 80% of the 2024 budget.
The campaign is also a finalist in 2 categories in the 2026 Shorty Awards, as well as in the 2026 Partnership Awards and 2026 PR Daily Content Marketing Awards, with industry experts identifying the case study as demonstrating best-in-class creator/brand collaboration.
Consumer Comments
Comments on creators’ organic posts were >95% positive/neutral.
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- Commenters loved the campaign for being entertainment-first:
- These ads have me laughing 😂😂😂
- Now that’s a commercial 😂
- never been so entertained by an ad
- If all commercials were like this, I’d be thoroughly entertained and broke. 💵
- Omg i love it !!! Hilarious
- Now that is some incredible investigative journalism!!! Dare I say, borderline Pulitzer 💪🏻
- Love it! 😂 and love seeing you partnering up with brands! 👏🏼🥰
- Great commercial, this is my creamer for coffee
- i would watch a. whole season of this
- U should make a whole movie ant this ngl
- This is what ads need to look like
- This is great marketing haha
- Ooooooh I love this stuff!!! Awesome ad.
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- And the comments also proved we succeeded in building love for the International Delight brand and products:
- I literally bought cold foam today because of these ads lol
- I don’t have a dark enough soul for plain coffee😁
- I like my creamer with a dash of coffee
- I’ll drink it anyway but international delight makes it 💯
- i’m crying 😭 this is great I need a cold foam asap
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