Submitted by Shine Talent Group

Snackish North America Launch Creator Campaign

Influencer Marketing

Shine Talent Group cast creators across the United States and Canada for the Snackish chip launch on TikTok and Instagram, which the agency reports drew 3M+ Views.

3M+Views
43K+Engagement
34KBrand Social Followers

Case in 60 seconds

Snackish had yet to launch and held only a few hundred followers, so a new chip brand entering the United States and Canada needed a social presence built from almost nothing during its launch.

Shine Talent Group frames the launch as a casting problem rather than a content problem, because a brand without an audience of its own had to borrow trust from creators whose followers matched the ideal Snackish customer.

The organizing idea was to flood social media at launch through creators cast in both the US and Canada, with an emphasis on virality on TikTok and Instagram and a stated goal to empower women.

Shine Talent Group analysed the ideal Snackish customer, built a custom list of 100+ talent, and secured 10 campaigns across the US and Canada with creators on TikTok and Instagram, setting up recurring partnerships rather than single posts.

Shine Talent Group reports 3M+ Views and 43,000+ Engagement, and says the Snackish social following grew from a few hundred to over 34,000 followers in a matter of weeks, with the brand returning for further casting.

Strategy Breakdown

The ideal Snackish customer as analysed by Shine Talent Group, across the United States and Canada, with the brand's stated launch goal to empower women.
Snackish was launching a new chip in the United States and Canada with only a few hundred followers, so its social presence had to be built through the audiences of creators rather than its own channels.
The page positions Snackish as a feel-good chip meant to be eaten every day without guilt, with a launch goal to empower women, which gave creators a product story to carry rather than a promotion alone.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • Shine Talent Group

Results & Evidence

MetricValue
Views3M+ Views
Engagement43K+ Engagement
Brand Social Followersover 34K followers
Campaigns Secured10 camapigns
Talent Shortlisted100+ unique talent

Why Shine Talent Group's strategy worked

  1. 1

    A brand with no audience at launch can build its own following through creator collaborations, because each collaboration puts the brand in front of people who already trust the creator, which the agency credits for growth to over 34,000 followers.

  2. 2

    Building the talent list from an analysis of the ideal customer gives a launch room to choose, since the agency drew 10 campaigns from a list of 100+ talent rather than casting directly from availability.

  3. 3

    Recurring partnerships turn a launch roster into a casting relationship that carries into the next phase, which is why the page reports Snackish returning to Shine as it expands its retailer market.

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