Overview

When Feastables started hitting gas stations and corner stores, the playbook changed. This wasn’t just a YouTube community anymore — it was a mass market snack brand with millions of dollars in inventory and limited shelf real estate. Distribution was secured, but in-store momentum was weak. No plan. No incentive model. No user-generated push.

We were brought in to turn creator culture into checkout-line urgency — building a UGC rollout machine that could scale with the speed of restocks and regional drop cycles.

Approach

This wasn’t a polished brand campaign — this was a snack-sized takeover system. We mapped a 3‑week blitz across 200 store zones, prioritizing TikTok‑first creators who could move product with humor, energy, or extreme snack loyalty. The goal was volume, not perfection.

Each creator received:

• A custom location-specific content brief ("Found it at the QT on Main Street")
• A two-layer reward structure: fixed pay + first-access to unreleased bars
• A video structure framework: intro, storewalk, taste test, reaction, repost loop

We deployed over 170 micro‑videos in 17 days. Simultaneously, we ran an internal repost network from MrBeast Gaming and side channels to amplify top performers — rotating the best clips into Instagram Reels and Shorts within 72 hours.

Average creator-led videos generated 550,000+ views in the first 5 days.

Offline, we synced SKU data weekly with partner stores, correlating UGC heatmaps to actual purchase velocity. The feedback loop worked: stores that were cold flipped into top-volume locations after a single viral video — sometimes within 48 hours.

We drove a 41% average lift in SKU sell-through in targeted markets — without touching paid ads.

By the end of the campaign, the system was handed off to Feastables' internal team and adopted as their ongoing launch framework for seasonal drops and new retail placements.