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Fat & Weird Cookie
The most innovative and best cookie company in the world.
62
creators
267,991
total impressions/
views
90
fully licensed assets
$24,686
EMV (earned media value)
About
Fat & Weird Cookie is owned by a husband and wife duo that are influencers in their own right, so although they love creating content, they knew this was something that could be delegated to a team while they focused on scaling the business. Additionally, they came to Joybyte at a time where they were preparing to expand into large grocery chains, on DoorDash, and other initiatives. They needed time back to scale their business with a small internal team and were seeing a decline in audience on their social pages. They needed a partner to bring fresh ideas and change the face of the company from brand owners to a diverse audience of consumers who loved their products.
The Challenge
The main challenge Fat & Weird Cookie experienced was time to complete all their tasks and duties with the company on top of social media. From an operations standpoint, they release new flavors weekly and need to move that product fairly quickly to avoid expired product. When looking at competitors, they also wanted to make a bigger splash on social and experiment with unhinged marketing and other potentially viral ideas. On the ambassador side, they wanted to reach a variety of audiences because the product is very popular with families and cookie lovers, but also fitness creators and body builders, etc.
Our Solution
On organic social, we tested weekly calendars with the Fat & Weird Cookie team so we could be more nimble and incorporate current trends and turn around new ideas quickly. This gave us the freedom to experiment with new ideas in the world of AI-generated video, trending memes, and working with the client to film clips internally that the Joybyte team would edit. For ambassadors, we discovered that their 1 lb cookie had a big wow factor to it. The creator’s faces during an unboxing or eating session with the cookie was really entertaining and made their audience feel like they had to have it. We also scaled the program into 3 audience groups: moms/entertainers, food reviewers, and mukbang creators in order to get wholesome content that spoke to their audience, wow-factor content from foodies, and ridiculous Fat & Weird content from mukbangers. This supplemented the organic and paid strategies in line with the brand message/story. At the end of the four-month campaign, Fat & Weird Cookie has received 90 fully-licensed assets from 62 creators that they can use in ads, on their organic social, on their website, in email marketing, etc.
Baketivity
Bringing family fun to the kitchen with exciting all-in-one baking kits and gifts.
IQBAR
Brain + body nutrition that actually delivers.
Brodo
Quality bone broth from NYC – shipped straight to your door.