sunwink
HOT GIRLS HAVE STOMACH PROBLEMS
THE ASK
Sunwink's goal was to boost sales at Target. Our task was to increase visibility and consumer interest while positioning Sunwink in Target's competitive retail environment to capture customer attention and drive sales growth.
OUR HUNCH
Sunwink's marketing targeted moms, overlooking Gen Z's obsession with digestible beauty products. We felt this target was a missed opportunity and launching Sunwink in Target was the perfect chance to broaden their appeal.
OUR HUNCH
We launched ‘hot girls have stomach problems’ on TikTok at a time when no one was talking about IBS, digestive issues, and gut health on social media.
We found models, wellness girls, and health trendsetters to get real and share their honest gut health challenges, posing Sunwink as the solution. Influencers showed themselves running to Target to buy Sunwink‘s must-have digestion powers, creating urgency by emphasizing that it keeps selling out.
PHASE ONE
THE WELLNESS GIRLIES
Our cluster posting strategy helped put Sunwink on the map on TikTok, generating millions of views every month and driving 200% velocity increases at Target.
PHASE TWO
THE HEALTH EXPERTS
Hello There expanded the program, outreaching to dietitians, nutritionists and other health experts to emphasize validity, as Sunwink expanded. Expert content received the highest rate on saves, with over 250 saves on top performers.
PHASE THREE
THE COMEDIANS
There were new players in the market, and we needed to keep things interesting. We doubled down by focusing on humor in the influencer campaigns, driving an explosion of impressions and going next level viral with top performers receiving over 30,000,000 views.
+1,000%
ORGANIC MENTIONS
+100,000,000
VIEWS ON TIKTOK AND INSTAGRAM
185%
INCREASE IN DAILY SITE VISITORS
200%
INCREASE IN SALES VELOCITIES AT TARGET
+40,000,000
ENGAGEMENTS ON TIKTOK AND INSTAGRAM
166%
INCREASE IN AMAZON SALES