Success Story

Going Viral for Social Good

The Brand

popchips is the classic & crunchy, better-for-you snack brand, using real ingredients to create crave-worthy snacks that are never fried, and always delicious.

Challenge

In spring 2020, amidst a crowded snack market and a tense cultural climate, popchips faced a familiar challenge for brands:

“How do we stay visible online without sounding utterly tone‑deaf?”

Key Insights

Modern day marketing presents a unique challenge—especially for brands relying on social media to meet new audiences.

popchips wanted to be perceived as a brand that acts on its values, instead of one that simply broadcasts them.

Our Success Framework

Strategic planning

We developed the "Pop it Forward" initiative to amplify brand awareness, reach and consumer sentiment with well-meaning messaging, aligning the brand's core values with social justice causes.

Empathy-centric marketing

Instead of pouring budget into one‑off influencer fees, we invested in people with lived perspectives.

Micro-creator partnerships

We partnered with 7 vocal micro-creators who were actively championing social justice causes. These creators chose a charity to support, and popchips donated an upfront amount.

Organic engagement

Creators developed their own authentic messaging, and invited their audience to "Pop it Forward" by commenting: For every comment, popchips matched the original charitable donation.

Measurable impact

Through 7 partnerships across 30 days, we donated thousands of dollars to charitable organizations including: The Bail Project, Black Mamas Matter Alliance, Teddy Bear Party, and St. Jude's Children’s Hospital.