How we helped Napoleon reach 16 million grill enthusiasts on TikTok with influencer marketing

Napoleon is a family-owned company, offering total home comfort solutions, including beautifully designed barbecues outfitted with the latest in innovative technology.

They have been recognized as top in class in their industry — taking the art of grilling to a new level. Every feature and every material is engineered to give the ultimate performance so that you can create unforgettable meals and memorable moments.

In 2022, Napoleon released two new grill models; the Freestyle 425 and the TravelQ 240. The Freestyle 425 offers uncompromising quality so that you can grill on your own terms.

It’s the perfect barbecue for first-time grill owners and has all of the features you need. The TQ240 is for grilling on the go — this portable grill may be compact, but it’s powerful and will make any meal delicious and a breeze!

Napoleon partnered with our team at The Influence Agency for support with launching their two new grill models. In order to do so, we recommended an influencer marketing program on TikTok. The objective of this campaign was to raise brand awareness in the US and, ultimately, lead to sales.

With our extensive roster of creators, we were able to secure the best American TikTok influencers to promote the launch of the Freestyle 425 and TQ240 grills.

We confirmed 19 macro influencers within the food, lifestyle, golf, and travel categories to participate in this exciting program. The launch of the campaign began in April and ran until October 2022.

Each influencer was encouraged to create a delicious recipe of their choice using either their Freestyle 425 or TQ240 grill. For creators posting in April, we ensured their content aligned with The 2022 Masters Tournament, which Napoleon had a digital presence at. An important part of this program was boosting the influencers’ content as this helped to increase awareness and engagement, targeting those in the US.

The participants produced engaging, high-quality content that was relevant to their audiences and inspired them to get grilling with Napoleon! Here are some examples:

We confirmed 19 macro influencers within the food, lifestyle, golf, and travel categories to participate in this exciting program. The launch of the campaign began in April and ran until October 2022.

Each influencer was encouraged to create a delicious recipe of their choice using either their Freestyle 425 or TQ240 grill. For creators posting in April, we ensured their content aligned with The 2022 Masters Tournament, which Napoleon had a digital presence at. An important part of this program was boosting the influencers’ content as this helped to increase awareness and engagement, targeting those in the US.

Napoleon was awarded Bronze for the 2022 #NapoleonEats campaign.

The Summit Awards organization dedicates itself to recognizing excellence in the communications and marketing industry and is the oldest and most prestigious organization administering marketing awards exclusively for firms with limited billings.

The Summit Creative Award (SCA) – Recognizes creative excellence in advertising and marketing companies. The Bronze SCA for Best Social Media Campaign was awarded to Napoleon’s #NapoleonEats campaign, where we partnered with various influencers from across North America to produce thumb-stopping content.