My team was challenged to test national interest and scalability of a new limited-time product, Twizzlers Straws. In partnership with Paramount, we took a social-first approach to the product launch and repositioned Twizzlers as a fun, playful, and engaging brand through cultural participation by tapping into the popular Dirty Soda trend. Through a mix of paid and organic social content, partnerships with MomTok and Micro-Influencers, and strategically timed product drops on GoPuff that aligned with Reality TV watch parties, the campaign boosted awareness and cultural relevance while inspiring at-home creations.

The overall media performance drove 22.2M total impressions (+29% over-delivery), 5.1M total views + click engagements with 28.5k total clicks to our Hersheyland website, with a 91% positive/neutral consumer sentiment. The campaign successfully blended creator authenticity, trend-driven storytelling, and paid amplification to drive awareness, engagement, and traffic at scale.

My Role: Strategy, Art Direction, & Production of Organic Social Posts, Influencer Content Consultation.