Influencer Marketing Strategy
Feastable Influencer Marketing Strategy
MrBeast (Jimmy Donaldson), the world’s most-subscribed YouTuber with over 385 million followers across platforms, launched Feastables in 2022 as a bold entry into the competitive snack and confectionery market. The brand was directly inspired by one of his most iconic stunts—building a real-life Willy Wonka chocolate factory—which perfectly aligned with the brand’s playful, imaginative, and experience-driven identity. From the outset, Feastables was designed to appeal to Gen Z consumers by offering more than just a product—it delivered an interactive journey. By blending viral marketing, gamified promotions, and community-driven initiatives, Feastables quickly carved out a unique space in the industry.
One of the brand’s most successful tactics was its launch campaign, which featured hidden “Mystery Tickets” inside chocolate bars, offering fans a once-in-a-lifetime chance to appear in a MrBeast video. This, paired with $1 million worth of prizes—including Teslas, PS5s, and custom PCs—created a strong sense of urgency and participation, encouraging repeat purchases and word-of-mouth buzz. Jimmy also framed traditional competitors as “boomer chocolate,” a savvy move that positioned Feastables as the fun, modern, and relevant alternative for younger consumers. The brand’s visual identity, language, and marketing channels were all tailored to speak directly to Gen Z values—authenticity, humor, community, and interactivity—making it feel more like a movement than just another chocolate bar.
Sales:
Feastables is now valued at an estimated $200 million, fueled by high-volume purchases driven by prize-based incentives (e.g., Teslas, PS5s, and $1M+ in giveaways) and boosted by MrBeast's trusted reputation and massive online influence.
Collaboration:
Strategic partnerships included a high-visibility crossover with Logan Paul’s Prime, seamlessly connecting two massive fanbases. The brand also benefited from organic promotion via MrBeast’s YouTube videos, such as “World’s Most Dangerous Escape Room,” and strong social engagement on TikTok and Instagram.
Written By:
Heather Dinman
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