Conversion rate (platform-dependent)
Cart retention
performing influencer campaigns
Unilever aimed to launch The Vegetarian Butcher in new markets where awareness and penetration were low. Although influencer content delivered strong engagement, viewers had no path to purchase meaning valuable demand was never captured.
The brand needed:
A frictionless way to shop plant-based recipes directly from social feeds A measurable commerce layer to prove ROI on influencer spend
A solution that linked the brand with preferred retailers like Albert Heijn
Smart Shoppable Links | Social Commerce Flow
Northfork enabled Unilever to turn influencer recipes into instant shoppable experiences through a custom interstitial shopping page.
Users could:
Tap from TikTok, Instagram, or Pinterest
Land on a clean recipe + ingredient page
Add all items to their retailer cart in one click
Checkout seamlessly with Ahold Delhaize
Multiple creative variations were used to optimize media spend and maximize conversion.
METRIC | RESULT | IMPACT |
Conversion Rate | 8–20% | Strongest social commerce performance for the brand |
Cart Retention | 89% | High intent; ingredients kept through checkout |
Audience Reach | +40% | Expanded into new demographics |
This campaign redefined how we link storytelling to sales.
Digital Commerce Manager
Unilever
View Pinterest campaign
