Shelf Lift: How Humann Drove Measurable In-Store Sales With an Online Push

The Challenge

Humann set out to prove a thesis that most influencer marketing programs avoid: demonstrating that creator content can directly drive physical in-store product sales on retail shelves, rather than solely powering direct-to-consumer (DTC) e-commerce conversions.

The Strategy

The strategy focused on tiering creators by audience trust, retailer authority, and product education depth across three distinct retailer flights: Sam’s Club, Walmart, and Costco. By pairing retail-niche creators with broader lifestyle voices, the campaign aimed to turn digital engagement into physical retail sell-through.

Execution and Innovation

Paul Street executed tailored content activations per retailer ecosystem. For Sam’s Club, creators highlighted local store availability; for Walmart, creators targeted heart-health audiences with educational content; and for Costco’s national launch of SuperBeets Heart Gummies, creators delivered targeted pushes emphasising retail value and availability.

Results

The Sam’s Club flight drove a 16 per cent in-store sales uplift during the posting window alongside a 2.7x ROI on creator spend. The Walmart campaign reached over 10 million heart-health consumers, while the Costco launch generated nearly two million impressions and approximately $100,000 in media value, creating a scalable retail playbook.

Judges' Verdict

"Congratulations – incredible campaign and results, and standout entry."