Partner with Macro Influencers

How-to | 11/5/2025 | Learn how to partner with Macro Influencer Social media influencers with ~50K+ followers.s

Use this channel to partner with Macro Influencers to build brand awareness and extend reach through influencer activations.

You can leverage Macro Influencer partnerships to:

• Create product-focused or recipe / demo content for Instagram (in-feed + stories) or other social media platforms.

• Use Kroger first-party shopper data to target qualified households.

Moreover, you can utilize content across all digital for one (1) year, so you could repurpose content for your own media and marketing activations even after the Campaign ends.

Populate Schedule

Use the calendars to enter your Media Start Date The first day the campaign is displayed to customers (for example, March 1, 20YY). and Media End Date The last day the campaign is displayed to customers (for example, March 1, 20YY)..

Once you enter these dates, the Milestones table with important milestones is automatically populated.

Add Coupons

Select Yes or No for Is this channel driving to a coupon?.

• If Yes, click Add Coupon.

  For full instructions, see Create a new coupon.

• If No, proceed to Click-Through Destination Where customers land when they click on a campaign ad..

If adding a coupon, you'll need to perform some more coupon-related tasks.

1. Select which Coupon Targeting Type you want for this coupon.

2. Select an answer to the question, What type of transactions should this coupon be redeemable for?.

3. Use the calendars to select Coupon Display Start, Coupon Display End, and Expiration Dates.

4. Review Divisions and selected coupon UPCs Universal Product Codes.

Add Click-Through Destination

Select a Click-Through Destination Where customers land when they click on a campaign ad. from the dropdown menu.

Option	Definition	Instructions
Brand Shop	Dedicated page on a Kroger Owned and Operated Page where customers can shop a brand or interact with other brand content Development time required and additional fees apply MUST go live a minimum three (3) business days prior to the media live date	Select Yes or No for Is this ad driving to an existing Brand Shop?. If using a coupon, select which coupons should appear on the Click-Through Destination.
Curated Product List	Group of products available on Kroger Owned and Operated Pages for a customer to add directly to their Pickup order or online shopping list 84.51°'s recommended best practice	Select the Type of Product List. If you select, Custom Product List, click Add UPCs to start creating your list. If using a coupon, select which coupons should appear on the Click-Through Destination.
General Coupon Pool	Direct link to a specific coupon in the General Coupon Pool	If using a coupon, select which coupons should appear on the Click-Through Destination. (Optional) If prompted, enter Clip Id.
Kroger Owned and Operated Page	Department or seasonal page hosted on Kroger Owned and Operated Pages MUST go live a minimum three (3) business days prior to the media live date	Use the dropdown to select an answer to the question, Where will this page be located?. If using a coupon, select which coupons should appear on the Click-Through Destination.
Landing Page	Temporary Landing Page where brand content, recipes, and/or coupons can be hosted for a specific campaign Creative development required and additional lead times apply	Select a Landing Page Template. If using a coupon, select which coupons should appear on the Click-Through Destination.

Enter Targeting

1. (Optional) Enter or use the dropdown to select your Channel Budget.

   The investment minimum is $35,000. Pricing is set at $17.50 CPM.

2. Select a Primary Influencer Category.

3. Select up to three (3) Secondary Influencer Categories.

Provide Objective and Brand Background

1. Enter an Objective for the official creative brief to be used by influencers.

   The objective should be an overview of the content / theme topic or focus (for example, a new recipe, remake recipe, product how-to/tutorial, or photo in a lifestyle setting).

2. Enter two (2) to four (4) Products to Feature for Campaign.

   These products are usually some of your brand's best selling products.

3. (Optional) Enter Brand Background information.

   This optional information could be your brand's mission, values, history, etc.

Provide Influencer Content Requirements

Enter information for the following questions / prompts:

• What do you want the influencer to say about your product?

• Required messaging for influencers to include in captions and/or voice overs.

  For any special offers or callouts, you must include exact verbiage that you want the influencer to say.

• Product attributes you want communicated.

Provide Client Creative & Caption Requirements

1. Enter information for the following questions / prompts:

• Caption Requirements

  These are copy guidelines or what MUST be communicated within social post / ad, such as unique spellings, how to reference the brand or product benefits, etc.

• Caption Restrictions

  These are copy restrictions or what MUST BE AVOIDED , such as nutritional claims, specific language, product references, etc.

• Product to Feature

  These products could be the brand's best selling products, or other products that you want to feature.

• Creative Requirements

  These are brand and photo / video guidelines, such as how product should be depicted, packaging photographed, logo usage, etc; Include legal requirements.

• Creative Restrictions

  These are brand and photo / video restrictions, that CANNOT be shown; Include legal restrictions.

2. Select a Photo Style.

   • Flatlay — A photo of just the product.

   • Lifestyle — A photo of the product used in a setting such as a party, etc.

3. Use the dropdown to select Photo Requirements.

   You can choose as many as you like.

Add Organic Social Media Post Requirements

1. Enter your Brand Instagram Handle.

2. Enter any Hashtags you want included with the post.

Add Promoted Product UPCs

If you're not using an coupon, you can still add UPCs for promoted products to this Campaign.

1. Click Add UPCs.

2. In the new window, click Add UPCs to select a method for adding UPCs.

   Method and use case	Instructions
   CPG to Brand Drilldown: Find specific brands by their CPG (like Simple Truth within The Kroger Co.) Use when you want to add an entire brand to your coupon to ensure everything tied to a brand is captured; good for portfolio activations	Click through the Kroger hierarchy until you reach the desired level (like The Kroger Co. > The Kroger Co. > Simple Truth). Click the checkbox next to the brand you want to add. The summary box on the left confirms the number of UPCs in the selected brand.
   Location in Hierarchy: Find your UPCs in the Kroger hierarchy Reflects how Kroger categorizes products sold in-store. You can drill into the highest level, Primary Department, through mid-levels (like Commodity), all the way down to individual Scan UPCs.You can add UPCs starting with the Commodity level down through the Scan UPC level. Selecting at the Commodity and Sub-Commodity levels adds all UPCs in that Commodity or Sub-Commodity. Use when you want to capture all UPCs in a specific category for your coupon; it's helpful to have knowledge of the Kroger hierarchy when using this option	Click through the Kroger hierarchy until you reach the desired level (like All > Grocery > Groc-All Other > Dry Noodles and Pasta). Click the checkbox next to the group of products you want to add.
   UPC Description Search: Find UPCs with keywords (like Kroger Pasta Sauce) Use when you don't have UPCs on hand, but know what product you are looking for or when you want to include pack sizes (like six (6) pack Sprite)	Enter a search term for the UPC. 84.51° Prism searches for the search term in the UPC description and returns results accordingly. Select all the UPCs you want to add.
   Manual Entry:  Copy and paste your UPCs directly into 84.51° Prism Use when you have a prepared list of product UPCs	Enter (or copy / paste) your 13-digit UPCs. Click Validate UPCs. Select all the UPCs you want to add from each column (Matching UPCs All UPCs matching what you entered/pasted, Alternate UPCs UPCs that you entered / pasted that are found when dropping the check digit (the last number of the UPC)., and/or Not Found UPCs UPCs that you entered/pasted that were not found. If these are new products, they may not validate, but you should still include them.).
   Product Groups:  Add UPCs from a previously saved Product Group Create a new Product Group Use when you have a group of frequently used UPCs	Search for your Product Groups by entering a search term. If you don't have any Product Groups or want to create a new one, click Create Product Group. To learn how, see Create and modify Product Groups. Select the Product Group(s) you want to add.

3. Click Add UPCs to Campaign to add the select UPCs.

4. Select Which divisions should be included?.

   Based on your Campaign type, some divisions are excluded. For example, Roundy's (including Metro Market and Pick & Save), Jay C, Owen’s, Payless, Harris Teeter, Food 4 Less, and Foods Co. divisions are excluded from several Campaign types.

5. Select Yes or No for Are any promoted products New at Kroger Introduces new items to Kroger customers with offers targeting category-relevant householdss with highest propensity for trial.?.

   If Yes, enter the On-Shelf Date for the products.

   New products must be on-shelf for at least 30 days prior to Campaign start date to ensure they are available to customers.

6. If prompted, select Yes or No for Are you able to ship the product to the influencer if needed?.

7. Select Yes or No for Are any of the Promoted Products Seasonal to Kroger?.

   If Yes, enter the On-Shelf Date for the products.

FTC and Kroger Creative & Caption Requirements

Review all the creative and caption requirements for your Campaign. Your Campaign must follow and meet all FTC and Kroger requirements.

Overall, you should ensure the content:

• Is great and has highly engaging storytelling.

• Contains NO foul language.

• Meets other language standards (like no references to politics, religion, or other brands).

• Includes #Ad and applicable tags (for example, @Krogerco).

• Uses original Macro Influencer or non-copyrighted generic audio.

• Has the product, packaging, brand name, and logo clearly visible.

• Is no longer than 30 seconds and be in either MP4 or MOV format.

Save Campaign Details

After you enter all of your Campaign Details, click Save.

View report

Your media metrics report is delivered two (2) to three (3) weeks post-period and will include, but is not limited to, the following metrics:

• Likes

• Shares

• Comments

• Impressions / Reach

• Clicks

• Engagements

Related topics

• Create a Managed Service Campaign

• Modify Campaigns

• View Managed Service Campaign performance

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