Splenda
An influencer-led brand campaign was designed and executed by Daniela Cubero, Senior Influencer Marketing Strategist at Brandlifts, across three Latin American markets to position Splenda as a healthy and versatile alternative for everyday sweetening. Partnering with 12+ macro and mid-tier creators — including chefs, nutritionists, and moms — the campaign aligned with summer health and wellness trends to reach health-conscious consumers across Costa Rica, Panama, and Guatemala.
The challenge
Repositioning as the healthy choice
Splenda faced a positioning challenge in Latin American markets where consumer conversations around sweetening were shifting toward health and wellness. While maintaining its core identity as a sugar alternative, the brand needed to feel modern, relatable, and aligned with contemporary wellness trends.
The opportunity was to leverage trusted, category-relevant voices — chefs, nutritionists, and wellness-focused creators — to authentically demonstrate how Splenda fits into everyday healthy living, particularly during the health-conscious summer season.
The solution
Credible voices, relatable stories
Daniela Cubero designed a multi-market influencer campaign with selective partnerships across food, nutrition, and wellness niches. Rather than generic product promotion, creators shared authentic narratives — how Splenda fit into their own kitchens and wellness routines.
Chefs demonstrated versatile recipes, nutritionists explained the health benefits, and everyday moms showed practical applications for family meals. This credible storytelling built category alignment with target consumer health priorities.
Campaign execution
Macro and mid-tier creators were carefully selected based on audience alignment with health-conscious consumers, category expertise — chefs, nutritionists, wellness advocates — and authentic engagement patterns.
Creators received strategic briefs emphasizing authentic use cases and wellness positioning rather than direct promotional content. Creative freedom was provided within brand guidelines to preserve genuine storytelling.
All creator content underwent review to ensure brand safety, messaging alignment, and regulatory adherence before publication across Instagram and TikTok.
Comprehensive KPI tracking across reach, engagement, audience sentiment, and brand lift metrics — with weekly and monthly reporting to surface trends and optimize campaign performance.
Results
Ready to build brand credibility through creator partnerships?
Tell us about your brand and goals — we'll build the strategy.