Milo's | Influencer Program

The Situation

Milo’s Famous Sweet Tea—a family-run American beverage brand with deep Southern roots—faced a visibility challenge. While beloved locally, national awareness remained low. A lean marketing team relied on sporadic influencer posts with no long-term strategy to build authentic connections or sustained engagement with new audiences.

To elevate brand recognition and deepen audience relationships, Milo’s partnered with CBC to design a year-long influencer program focused on meaningful storytelling and natural product integration.

The Solution

CBC launched the #MilosMomentMakers program, a strategic influencer initiative built to grow brand affinity through consistent, authentic exposure over time. Five creators on Instagram and TikTok were carefully selected for their resonance with Milo’s core values: family, friendship, and savoring everyday moments.

Together, CBC and the influencers collaborated to create a series of “Milo’s Moments” concepts —seasonal content that integrated Milo’s into personal stories, recipes, and family celebrations. This approach inspired audiences to see Milo’s as part of their everyday rituals, driving both emotional connection and purchase intent.

To kick off the partnership and inspire richer storytelling, CBC hosted an immersive brand experience in Birmingham, Alabama. Influencers toured the production plant, met third-generation CEO Tricia Wallwork, and participated in hands-on tastings and brand storytelling moments, grounding their content in first-hand experiences with the brand’s history, values, and purpose.

Influencer Program Tactics Included:

  • Influencer Strategy & Network Development
  • Contract Negotiations & Onboarding
  • Brand Immersion Trip Planning and Hosting
  • Content Briefing & Creation Management
  • Performance Tracking & Optimization

The Results

Through a strategically led influencer program, CBC helped Milo’s shift from one-off posts to a cohesive storytelling approach, building authentic, lasting relationships with audiences nationwide. The campaign deepened emotional connection, expanded reach, and delivered strong engagement, proving the power of consistent storytelling and aligned brand partnerships.

 

Generated 6.3M+ impressions across Instagram and TikTok, including a standout viral post that amplified reach
Drove 271k+ engagements, including 43k saves and 29k shares—exceeding goals by 4x and achieving a 7.6% average engagement rate
Activated 61 sponsored posts, unlocking an estimated $25K in organic value through unpaid influencer amplification

*Industry benchmarks engagement rates for IG & TikTok generally fall  between 2-3%