HEADLINES:

22M+ organic video views
310% increase in engagement
4.8M+ accounts reached

Goals

Rotten partnered with HEADLINE to build a disruptive social presence capable of standing out in the highly saturated candy and snack category. The objective was to create content that felt culturally relevant, internet-native, and highly shareable while driving awareness with younger audiences.

Execution

HEADLINE developed an entertainment-first social strategy centered around shock value, humor, internet culture, and trend-responsive creative. Rather than producing traditional product marketing, the content was designed to blend seamlessly into social feeds while maximizing replay value, comments, shares, and audience participation.

The strategy included:

Viral-first TikTok and Instagram Reels production
Trend adaptation and meme integration
Creator collaborations and UGC content
Fast-turnaround reactive social creative
Community engagement strategies designed to increase conversation and sharing

The creative leaned heavily into culturally relevant humor and attention-grabbing concepts designed specifically for algorithmic reach and organic distribution.

Results

The partnership helped Rotten rapidly grow brand visibility and establish a recognizable identity across social platforms. Multiple videos generated viral traction, resulting in more than 22 million video views and millions of accounts reached organically.

By focusing on platform-native storytelling and culturally relevant execution, HEADLINE helped Rotten build audience engagement well beyond traditional product advertising while positioning the brand as a standout voice within the candy category. Additionally, social presence led to expanded retail footprint for the brand.