Mustard

Mustard: local influencer marketing for neighborhood businesses

Mustard is an influencer marketing platform focused on the hyperlocal space. Its proposition is to connect businesses with content creators from their own city so that they promote the establishment and attract real customers. The company presents its activity as a data-driven model aimed at generating measurable demand, not just visibility.

The company states it has a network of more than 175,000 local creators across more than 400 cities, and claims to have delivered more than 10,000 pieces of creator content. Its clients include both local businesses and national chains.

How the service works

Mustard's model relies on hiring local creators who visit the business and post content about it. The platform handles campaign coordination: the business does not need to recruit creators, follow up on responses, or manage the campaign. According to published information, campaigns can be launched within 24 hours and at least three creator applications per campaign are guaranteed, with refunds for unfilled slots.

The company describes its technology as a system that boosts local reach, user-generated content (UGC), sales, and social media presence. Among the capabilities it mentions are results measurement and identifying top-performing creators to concentrate investment on what works.

Specialization by industry and city

Mustard organizes its creator offering by industry and location. The industries featured on its platform are retail, hotels, restaurants, events, beauty & personal care, and fitness & wellness. For each one, the website shows the number of available creators: more than 49,000 in retail, around 38,000 in hotels, 23,800 in restaurants, 16,500 in events, 31,200 in beauty & personal care, and 32,300 in fitness & wellness.

Geographic coverage includes more than 300 cities, with a strong presence in the United States as well as Canada and the United Kingdom. Among the cities and areas listed are San Francisco Bay Area, Los Angeles, New York, Chicago, Miami, Austin, Seattle, Washington DC, Toronto, Montreal, Vancouver, Calgary, and London, among others.

Results the company attributes to its campaigns

Mustard publishes a series of metrics obtained from specific campaigns. It notes that top campaigns have generated more than $100,000 in tracked sales in 90 days, with social reach increases above 125% and week-over-week growth of up to 600%. It also mentions increases of up to 4.5x in profile visits and up to 350% in account engagement.

The company states that nine out of ten visitors attracted by these campaigns were first-time customers, and that the cost per thousand impressions (CPM) of its model is 5 to 10 times lower than traditional advertising, placing it around $3–5 compared with the $10–50+ of conventional channels.

Cited success stories

The website includes testimonials from businesses that have used the platform. Sushi by Bou, through its CMO Michael Blatter, says it has moved all its influencer marketing investment to Mustard with outstanding results. Edelweiss, represented by its marketing manager Kristen Tenaglia, reports a 10% increase in business in the first month and the arrival of a younger audience in Chicago. Sin City Burger, with its owner David Kholdorov, mentions 600% week-over-week growth and having surpassed 1,000 subscribers for its text and email promotions. Other businesses cited are Bouillon, My Thai Kitchen, and Kinuwa.

Differences the company highlights compared with other services

Mustard contrasts its model with that of other influencer marketing services. Against the lack of transparency about results, geographic dispersion, case-by-case negotiation, and the workload falling on the client, the company offers measurable results, local customers, a flat fee with no surprises, advanced reporting, and a platform that manages coordination from start to finish.

Plans and access

The website shows a plan called Talk of the Town with a 65% promotional discount for a limited time. The platform allows businesses to preview local creators before hiring and also has a dedicated path for agencies. Mustard serves both businesses looking for creators and creators who want to collaborate with local establishments.