Submitted by Pulpkey

Sweet Truth Honest Confessions Influencer Giveaway

Influencer Marketing

Pulpkey ran a giveaway-led influencer campaign for Sweet Truth in which 15 creators shared funny personal confessions in reels, and the agency reports 14.17M views.

14.17MViews
1.07MLikes
460KSaves (Estimated)
280KShares (Estimated)

Case in 60 seconds

Sweet Truth, a premium Western desserts brand, wanted its promise of desserts made with no hidden ingredients carried through creator content, while the tone had to stay playful, smart and premium to match the brand's aesthetic.

Pulpkey built the campaign on the reading that a never-before-shared funny secret creates relatability and intrigue, because a creator's honest confession mirrors a brand claim that nothing is hidden in its desserts.

Titled Honest Confessions with Sweet Truth, the idea asked influencers to reveal a funny personal secret and then connected that reveal to the promise of no hidden ingredients, so honesty became the link between creator and product.

Pulpkey worked with 15 macro and mid-tier creators, including Rahul Dua, RJ Karishma, Srishti Patch, Tanya Khanijow, Jesse Lever, Varun Sood and Deeksha Khurana, who each made reels following one structure of a relatable story, a moment of truth and a tie-in with the brand promise. Aesthetic framing, pastel cutlery and minimal branding were kept consistent across all reels to hold the brand's clean, indulgent image.

Pulpkey reports 14.17M views, 8.96M reach and 1.07M likes, with an estimated 460K saves and 280K shares, while its performance panel adds 5.45K total comments across 15 pieces of content.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Sweet Truth plays the honest payoff at the end of each story, because its promise of desserts made with no hidden ingredients is framed as the product version of the creator's confession.
Pulpkey treats sharing a never-before-told secret as a source of relatability and intrigue, which the brand used to draw attention to a claim about what is inside its desserts rather than a claim about taste.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Pulpkey (lead_agency)

Participation mechanic

  • The page describes the campaign as giveaway-led and prints top comments in which viewers tell their own funny food secrets in reply to the creators' confessions, although the giveaway terms themselves are not stated.

Creator role

  • Rahul Dua — creator
  • RJ Karishma — creator
  • Srishti Patch — creator
  • Tanya Khanijow — creator
  • Jesse Lever — creator
  • Varun Sood — creator
  • Deeksha Khurana — creator

Results & Evidence

MetricValueResult type
Views14.17M viewsvideo_views
Likes1.07M likesvideo_views
Saves (Estimated)460K savesvideo_views
Shares (Estimated)280K sharesvideo_views
Total Comments5.45K commentsperformance
Creators15 creatorscreators_count
Content Made15 piecesscope

Why Pulpkey's strategy worked

  1. 1

    A personal confession format gives creators a story that belongs to them rather than a product script, so the brand claim arrives as the closing beat of a relatable moment rather than as the opening message.

  2. 2

    Holding a fixed content structure and constant visual cues such as pastel cutlery and minimal branding across 15 creators keeps a premium image intact, because the framing stays uniform while each creator's voice carries the story.

  3. 3

    A mechanic that invites a confession can prompt viewers to answer in kind, and the top comments the page prints show viewers sharing their own dessert and chocolate secrets, which turns the comment section into a second round of the idea.

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