So, what was the post that I saw?
The headline?
"I eat a pint of ice cream every day."
Cue the collective gasp from health-conscious followers.
Then came the twist, it wasn’t your average ice cream. It was “nice cream,” packed with ingredients you’d want in your diet every day. In that list? MUD\WTR… and, tucked in at the end, Cowboy Colostrum.
It was brilliant. And it’s a case study every CPG brand should study.
Why This Post Worked So Well
It hit three perfect notes:
- Catchiness – An opener that makes you curious (or concerned) enough to read more.
- Value-add – A recipe you can actually try.
- Soft plugs – Products mentioned naturally within a useful, interesting context.
The result: people got value, brands got awareness, and the post didn’t feel like an ad.
How CPG Brands Can Turn This Into a Funnel
Here’s the thought experiment: what if Shane had been an affiliate for Cowboy Colostrum?
Instead of readers closing the post and moving on, they could’ve:
- Clicked a link to a co-branded shopping page.
- Stayed in the story context and seen the recipe in action.
- Shopped the exact products from the post (Shane’s “bundle”).
- Gotten a clear discount for completing checkout.
The beauty here is that the story becomes the shopping experience. You don’t lose momentum between inspiration and purchase.
Features That Make This Even Stronger
If you’re a brand setting this up, consider adding:
- “Copy Recipe to Clipboard” button for easy sharing.
- “Search All Creator Recipes” page — build a library of content like this.
- Product callouts for each SKU used in the recipe.
- Creator’s before/after comments — what’s changed and why it works.
- Post-purchase creator email — from Shane (or your creator) asking for a review and more love for the brand.
The Big Takeaway
This isn’t just about recipes.
It’s about structuring creator content so it’s:
- Hook-first (stop the scroll).
- Value-packed (earn attention).
- Conversion-ready (make it effortless to act).
When you bridge the gap between social content and a co-branded shopping experience, you’re not just running an ad. You’re creating a seamless story-to-checkout journey that makes buying feel like the natural next step.
And that’s where creator partnerships move from awareness plays to revenue drivers.
