The Idea: Chips Ahoy! surprised 100 #Barbz with The Queen Cookie, a pink chip treat inspired by Nicki Minaj.
The Situation: To hype up the release of her music video for Good Form, Nicki Minaj asked fans to "drop some cookies" on the comments. Chips Ahoy! quickly jumped on board, which got attention from her fans (The Barbz) and most importantly, the Queen herself.
The Execution: We decided to tease out this pink chip cookie on Twitter, and it quickly became the most engaged with brand tweet of the week and the highest performing piece of content in Chips Ahoy! history. The we quickly worked with the client to create the cookies IRL and got Nicki's permission to send them out to her fans. At this point the brand had been silent for over 5 years, and needless to say – we came back with a bang. Some fans started uploading unboxing videos and reviewing our cookies, creating petitions to make The Queen Cookie Chips Ahoy!'s next National launch, and we even got some press coverage. Still TBD on that, but for now, go stream Good Form on Youtube.
The Situation: To hype up the release of her music video for Good Form, Nicki Minaj asked fans to "drop some cookies" on the comments. Chips Ahoy! quickly jumped on board, which got attention from her fans (The Barbz) and most importantly, the Queen herself.
The Execution: We decided to tease out this pink chip cookie on Twitter, and it quickly became the most engaged with brand tweet of the week and the highest performing piece of content in Chips Ahoy! history. The we quickly worked with the client to create the cookies IRL and got Nicki's permission to send them out to her fans. At this point the brand had been silent for over 5 years, and needless to say – we came back with a bang. Some fans started uploading unboxing videos and reviewing our cookies, creating petitions to make The Queen Cookie Chips Ahoy!'s next National launch, and we even got some press coverage. Still TBD on that, but for now, go stream Good Form on Youtube.
Queen Cookie teaser post
Nicki Minaj noticing us!
Gratuitous picture of me with The Queen Cookie box we sent Nicki Minaj.