From strategy to package design and communication, it was a joy to work on the new, whacky Smoki SKU – Smoki Fun. To reach and stand-out for our 13-17 centennial target, we paired with their Youtuber heroes, including them in our communication, as well as including Smoki Fun in theirs. We leaned on the popular unboxing Youtube trend and delivered – Funboxing. We shipped a fun mystery box to 14 select Youtubers, popular amongst our target, and asked them to be the first to try and review the new product. The influencers were inspired by the task and delivered 91 minutes of dedicated video, 738,734 total video views and more than 13,600 brand-related comments, that answered our question – what it means to be whacky. Smoki Fun launch turned out to be a great success for the company – with sales exceeding the expected volume by 86% and value share by 54%.