Feastables
Friends of Feastables
We helped the world’s biggest YouTuber achieve millions of impressions and sample thousands of his Feastables chocolate bars through a one-of-a-kind college creator program.
FEAST LIKE A BEAST
MrBeast is on a mission to change the way we snack. To continue his takeover of a category historically dominated by traditional brands, he wanted an energetic launch of the Feastables line on college campuses.
Recognizing our unique understanding of the collegiate environment, Feastables and MrBeast tapped us to develop a bold college creator program befitting the name of the world’s biggest YouTuber. Enter the Friends of Feastables, a college creator-meets-incubator program that supercharged the world’s best entrepreneurial-minded college creators to tell the brand story through their lens. These creators were chosen for their entertaining styles, creative ambition, and notable influence, with an average following of 2M+ followers each.
SPREADING THE LOVE THEIR WAY
Student creators were given total creative freedom and generous resources to bring their big ideas to life and get chocolate bars into the hands of students.
We orchestrated a series of dynamic prompts that asked creators to think outside the box, but within each of their individual styles resulting in content that ranged from cooking, to gaming, to comedy, to general good.
Content pieces were extremely successful in driving follower engagement, brand awareness, and also distributing Feastables products directly into the hands of students — effectively creating real-time consumer trials at scale.
@slickpup Guess what’s inside, win $500 @Feastables #partner ♬ original sound - CHEYNE GITSHAM
NOT YOUR AVERAGE INFLUENCER CONTRACT
The program went beyond the typical transactional influencer relationship. We fostered a true community of brand advocates, bringing them together to share learnings and encouragement, pushing and supporting each other to become better creators. Not only that, a clever system of perks that leveraged many of Feastables’ brand partnerships helped incentivize and engage the creators to outdo one another – and themselves!
@ericsuerez Whoever can smash the @Feastables fillled piñata wins the mystery briefcase 😳 #partner ♬ original sound - Eric Suerez
Throughout the semester, our creators pushed the boundaries of their imagination — just like MrBeast! They crafted giant chocolate heads, embraced ice baths, deployed helicopters and branded vending machines and engaged in other fun stunts to captivate students on campus and their followers.
Our strategy (and their creativity!) led to the distribution of more than one hundred thousand Feastables bars directly to students across multiple campuses, while engaging an extensive network of students nationwide.
The campaign successfully generated over 26 million impressions, with hundreds of unique content pieces significantly enhancing Feastables’ brand visibility and appeal within the college market.
- 206
- CONTENT PIECES
- 2M
- ENGAGEMENTS
- 26M
- IMPRESSIONS
- 120K
- BARS SEEDED