Chewing on Greatness: A Two-Stage Viral Launch for Chupa Chups
- May 12
- 2 min read
When Chupa Chups decided to launch their new "Chews" range into the Australian market, they didn't just want a product announcement, they wanted a takeover. Looksee engineered a high octane, two-stage influencer strategy that leveraged "skit-style" content to turn a new product into a social media phenomenon.
The Challenge: Cutting through the noise
Launching a new confectionery line requires more than just views; it requires "thumb-stopping" creative that demands attention. Our challenge was to introduce the new Chews range while maintaining the brand's iconic "Forever Fun" identity across two high stakes campaign windows.
The Strategy: A Two Stage Rollout
The program was divided into two distinct "bursts," each with its own world-building creative theme:
Stage 1: The Launch (Chews Fear): To introduce the product, we leaned into the "Chews Fear" theme. We partnered with a diverse mix of creators ranging from Mega to Micro, tasking them with creating high energy, skit based content that highlighted the bold personality of the new range.
Stage 2: The Seasonal Spike (Chewpocolypse): We maintained momentum by pivoting to "Chewpocolypse" during the Halloween period. This allowed our creators to lean into higher production values, costumes, and creative storytelling that blended seamlessly into the seasonal trend cycle.
The Technical Edge: Automated Precision
Managing 39 creators across two complex creative phases requires more than just spreadsheets
The Looksee Method: Using our methodical search tools, we identified creators specifically capable of high level "skit-style" production.
Automation at Scale: We deployed our proprietary campaign tools to automate the delivery and management of the program. This ensured that despite the scale and creative complexity, the campaign remained on schedule and on brand, from initial outreach to final posting.
The Results: A New Market Leader
39x Total Creators
18.9M Total Video Views
215K Total Engagements (Likes, Shares, Saves and Comments)
The Looksee Difference: We proved that a product launch is most effective when it lives at the intersection of automation and imagination. By automating the "heavy lifting" of campaign management, we gave our creators the space to do what they do best: create "Chew-pocolyptic" levels of engagement.
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