Success Story: Influencer Marketing
Going Viral for Social Good (+200% follower growth)
Influencer Marketing
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Social Media Marketing
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Creative Direction
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Brand Marketing
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Influencer Marketing 〰️ Social Media Marketing 〰️ Creative Direction 〰️ Brand Marketing 〰️
Context
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.
Hallie owned integrated marketing for the popchips portfolio across social, Amazon, D2C, retail, & shopper marketing. She led product marketing, partnerships, creative campaign development, and influencer marketing.
Challenge
Spring 2020: The chip category was saturated, the cultural climate tense.
popchips faced a familiar challenge for social-first brands: “How do we stay visible online without sounding tone‑deaf?”
popchips is a brand that acts on its values—we “Give a Chip”—not one that just broadcasts them. But brand trust must be demonstrated, not simply be declared.
Execution:
The “Pop it Forward” Initiative
We developed "the "Pop it Forward" campaign, a Show vs Tell initiative to amplify Black and marginalized voices, empathizing alongside conversations that our consumers were already having online.
Budget-friendly partnerships
Instead of pouring budget into one‑off influencer fees, we invested in people with lived perspectives.
Empathetic, creator-led messaging
We gave creators the liberty to personalize their own messaging around one simple question: Why do they "Give a Chip?"
Incentivized consumer 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.
Organic integration
The brand cross-posted each creator's content, with additional education on why we "Gave a Chip" about each creator's charity of choice.
Results
20,000+
Follower growth (+200%)
+1.2 million
Organic platform impressions
+750%
30-day platform engagements
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“Hallie doubled our socials through consumer empathy and attention-to-detail… Not to mention she makes incredible omni-channel content.
-Michael Campi, popchips Brand Director
The intention of this campaign went beyond brand metrics, but popchips saw +200% organic audience growth (20,000 new Instagram followers), +900% platform reach, and 750% more sustained brand engagement.
More importantly, popchips donated thousands of dollars in support of social justice organizations including: The Bail Project, Black Mamas Matter Alliance, and St. Jude's Childrens Hospital.
Get in touch.
Modern day marketing presents a unique challenge for brands — especially brands relying on social media to connect with new audiences.
Let’s chat about you.