About Super Streusel
Super Streusel is the German baking brand spreading joy — one sprinkle at a time. Founded by sisters Kathi and Dani, the company has turned cake decoration into an artform. Known for its colourful sprinkle mixes, edible glitter, and fun baking accessories, Super Streusel has built a strong community around creativity, colour, and shared baking moments.
With a bold brand personality and a product range that transforms the everyday into something worth celebrating, Super Streusel has become a favourite across kitchens in Germany — and far beyond.
Easter 2025: celebrate the spring holiday with a new product
For Easter 2025, Super Streusel launched a seasonal influence campaign to celebrate the holiday and introduce a brand-new product: a ready-to-bake yeast dough mix. The goal? Increase brand visibility during a key seasonal moment and showcase the new product in real baking settings.
“Our strategy is pretty simple: it should be fun — for us, for the creators and their communities,” says Super Streusel Social Media Manager Hilke Terhalle. “Whether it's cake decorating, lunchbox styling or children’s birthday party madness, our sprinkles fit in everywhere. And Easter is the perfect time to show that.”
Over a two-month period from mid-February to mid-April, the brand worked with micro- and mid-tier influencers, to activate colourful, authentic content on Instagram and TikTok. Key amongst the campaign’s objectives were to drive story-telling, engagement and brand awareness — in addition to promoting the ready-to-bake yeast dough mix.
For Super Streusel, the easter campaign also presented an opportunity to strengthen connections with loyal creators, while discovering new voices in the baking community.
“Kolsquare was really helpful for influencer research and pre-selection based on audience, content fit, and past performance,” comments Hilke Terhalle.
Lots of creators being creative. A winning formula… if you can keep track of it
Running a campaign with dozens of creators, across multiple platforms, over several weeks, is no small task. From identifying the right influencers to tracking performance, Super Streusel needed a platform that could keep pace with their creativity — and provide clear insights.
For this campaign, Super Streusel reached out to 121 KOLs to participate in the campaign. With no obligation to post, the brand was thrilled by the high numbers — 74% of KOLs contacted — who chose to participate organically. Such results confirmed the benefit of using Kolsquare’s precision-targeting search function to find relevant KOLs.
“We often work with up to 200 influencers for major campaigns,” says the team. “We love diversity — baking bloggers, DIY queens, family-focused creators — but it’s essential that they fit the brand. That’s where Kolsquare helped tremendously,” comments Hilke Terhalle.
Kolsquare’s detailed performance dashboard enabled Super Streusel to directly monitor content within a centralised campaign overview, helping the team collaborate more efficiently and adjust strategy when needed.
“Kolsquare allows us to see which collaborations are working at a glance. We can also view Reels and other content directly in the platform — super helpful for reporting!”
The Results: Super Streusel invites itself to Easter lunch
The campaign succeeded in putting Super Streusel front and centre of Easter baking on social media. Influencer content flooded Instagram with pastel tones, joyful baking moments, and the new yeast dough mix as the hero of the story. The campaign struck the right balance between storytelling and subtle product placement.
With dozens of KOLs activated across TikTok and Instagram, the content generated thousands of community interactions including comments, shares, and saves. High-performing Reels included unboxing, baking tutorials, and Easter table inspiration set-ups.
The brand experienced a significant uplift in traffic to product pages linked via KOLs bios and stories, while influencers organically shared behind-the-scenes content even beyond the official timeline.
“The Easter campaign was about more than a product push — it was about spreading joy. With Kolsquare, we were able to keep the campaign organised without losing the personal touch that makes Super Streusel special,” comments Hilke Terhalle.
From colourful sprinkle shots to community-driven baking inspiration, the Easter 2025 campaign showed how influencer marketing can be both strategic and spontaneous. And with the support of Kolsquare, Super Streusel’s team had the tools they needed to scale the campaign without losing the fun.
“When someone posts about us completely on their own — no script, no guidelines — that’s the biggest compliment,” says Super Streusel’s Hilke Terhalle. “And with the right tech partner, we can create the space for that to happen more often.”