Drink Out Loud.
The Brand
ROAR Organic is on a mission to reinvent hydration, delivering a low-sugar, low-calorie solution packed with natural goodness. Every bottle contains a coconut water base infused with essential vitamins (B5, B6, B12, and C), antioxidants, and electrolytes, providing wellness-focused individuals with the hydration they need to power through their day, from dawn ‘til dusk. ROAR’s vibrant flavors, like Cucumber Watermelon and Mango Clementine, offer an exciting alternative to traditional sports drinks and appeal to those who prioritize both wellness and flavor.
With national availability at Whole Foods, Publix, and Sprouts, ROAR Organic sought to drive brand awareness and capture new audiences, specifically socially-conscious, active women aged 26-41. For this campaign, the goal was to increase visibility, generate high-quality, reusable content, and solidify ROAR as a go-to hydration choice across all-day, everyday occasions. The Shelf was brought on to design an influencer campaign that would amplify ROAR’s unique positioning, leveraging humor and relatable content to connect with health-conscious consumers nationwide.
The Approach
For three consecutive years, The Shelf and ROAR Organic partnered to build an influencer marketing approach that captures the brand’s vibrant, wellness-centered personality. Starting in 2022, our strategy focused on humor and relatability, engaging a core audience of health-conscious, socially active millennials. We selected high-engagement micro-influencers who could organically integrate ROAR into lifestyle content, delivering an impressive 135% of the original impressions goal and creating content that connected ROAR’s hydration benefits to everyday routines.
By 2023, we expanded the approach to include diverse content pillars—The Arts, Active Lifestyle, Health & Wellness, and Social & Leisure—enabling us to reach new audiences with targeted messaging. Leveraging these pillars, influencers produced content that aligned ROAR’s bold branding with consumers’ unique lifestyles, resulting in a 4% engagement rate across platforms, double the industry benchmark. This year marked a shift toward using allowlisting strategies and platform-specific content to enhance reach and engagement further.
In 2024, we elevated ROAR’s digital presence by optimizing for TikTok and Meta, deploying allowlisted ads that resonated with key demographics. Influencers like Sarah Sundrop and MacArthur Joseph drove record-breaking engagement rates with visually captivating content, while allowlisting brought an additional 3.3 million impressions across platforms. By blending creative visuals, authentic brand ambassadors, and engagement-optimized content, The Shelf positioned ROAR Organic as a standout hydration brand that resonates deeply with audiences seeking both wellness and flavor.
Our Strategy
Our strategy for ROAR Organic centered on capturing the essence of wellness-driven hydration through creative, highly engaging influencer content. Each campaign year introduced new layers to the approach, designed to grow ROAR’s brand visibility while authentically connecting with health-conscious, socially active millennials. In 2022, we focused on relatable humor and lifestyle-driven storytelling to increase brand awareness, prioritizing high-engagement micro-influencers who could integrate ROAR into their everyday routines. This approach resonated strongly, surpassing our impressions goal by 135% and establishing ROAR’s brand presence on Instagram and TikTok.
In 2023, we strategically broadened our reach by defining four key content pillars—The Arts, Active Lifestyle, Health & Wellness, and Social & Leisure. These pillars enabled targeted messaging for different audience segments, with top influencers like Enah and Zana leading in engagement. Allowlisting was introduced to boost visibility, helping the campaign achieve a 4% engagement rate and 6.9 million impressions across platforms. This year solidified ROAR’s identity as a bold, vibrant hydration brand that consumers could enjoy in any lifestyle setting.
By 2024, we optimized for rapid engagement on TikTok and Meta, leveraging allowlisting and platform-specific tactics. Our influencer roster included creators like Sarah Sundrop and MacArthur Joseph, whose visually dynamic content captured attention and drove record engagement. The strategy brought in an additional 3.3 million impressions, with engagement rates that far exceeded industry benchmarks. Through a blend of humorous, authentic storytelling and visually captivating content, our multi-year approach transformed ROAR Organic into a leading voice in the wellness hydration space.
Post Types
TikTok
Videos
In-Feed Posts
Stories
The Big, Beautiful Highlights
Over the past three years, ROAR Organic’s influencer campaigns have consistently exceeded industry benchmarks, blending humor, wellness, and vibrant visuals to bring the brand’s bold hydration promise to life. In 2022, influencers like Molly Garcia led with humor-driven content, achieving engagement rates as high as 8.66% and connecting with audiences through ROAR’s relatable and flavorful appeal. This debut campaign also established ROAR’s foundation for brand awareness, delivering 5.7 million impressions—135% of the original goal—and highlighting ROAR as a go-to for active, health-conscious lifestyles.
Building on this success, the 2023 campaign expanded into four key content pillars—The Arts, Active Lifestyle, Health & Wellness, and Social & Leisure—to diversify engagement. Top creators like Enah and Zana generated vibrant, high-performing content, while the Social & Leisure category alone accounted for 22.5% of total campaign engagement. With 6.9 million impressions and a 4% engagement rate (double the benchmark), ROAR effectively connected with millennial audiences, showcasing the brand’s refreshing, health-first focus.
In 2024, the campaigns took engagement even further with TikTok content that set records. Sarah Sundrop’s posts drove 87.4% of TikTok engagements and 67.7% of impressions, while allowlisted content on Meta and TikTok delivered 3.3 million additional impressions. With creators like MacArthur Joseph achieving engagement rates as high as 61.58%, the 2024 campaign solidified ROAR’s place in the wellness market. Across three years, ROAR Organic’s campaigns have thrived on a dynamic blend of humor, lifestyle authenticity, and eye-catching content, carving a unique space in the hydration industry.
Influencer Highlights
Molly Garcia on TikTok @burner_phone69
Molly achieved an impressive 8.66% engagement rate on her TikTok post. She leveraged humor and relatability, encouraging her followers to “be a big kid and get yourself a ROAR Organic,” which aligned well with the brand’s tone.
Enah of @urbanfashstyles
With 51K followers, Enah produced two Instagram Reels, one static post, one carousel, and two story sets. Her content achieved high engagement rates, with one post reaching a 53% engagement rate, indicating strong audience resonance.
Hailey Peterson
Hailey Peterson has been an invaluable creative partner across multiple ROAR Organic activations, known for her beautiful, seasonally inspired content that perfectly embodies ROAR’s vibrant and refreshing brand. Her winter holiday photos capture the spirit of cozy, health-conscious hydration, while her spring and summer shots—like the set on rainbow-colored steps and her playful color-block wall backdrop—bring a fresh, dynamic feel to the campaign. In one standout series, Hailey’s outdoor shots in a sundress on the grass present ROAR Organic as the ideal companion for warm-weather days. Her ability to visually align each season with ROAR’s brand identity has consistently delivered eye-catching and engaging content, enhancing the campaign’s reach with her distinct, colorful style.
Sarah Naini of @sarahsundrop
Khris of @khris_bajis
Bold ideas. Cultural relevance. Data-first strategies.
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