GRANT WEBER
CREATIVE | STRATEGY | PERFORMANCE
MrBeast Will Change The Way You Snack
MrBeast is on a mission to takeover of a category historically dominated by traditional brands. To do so, 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.
The Challenge
Raise awareness of Feastables Chocolate bars with Gen Z students.
Seed and sample thousands of his Feastables chocolate bars in six months.
Create content worthy of MrBeast.
The Way In
We partnered with 11 incredible content creators to create a program with reach was near the level of MrBeast.
We chose creators for their entertaining styles, creative ambition, and notable influence - 2M+ followers each.
GIVING CREATORS THEIR SPACE
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.
To help, 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.
120K+ Feastable Bars Seeded
This program went beyond the traditional seeding approach. 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.
Executive Account Director - Eileen Flynn | Creative Lead - Grant Weber | Influencer Manager - Gage Mruz | Graphic Designer - Cassidy Kovanda