Going Viral for Social Good: +200% growth in 30 days.

Navigating the ever-changing social and political landscape presents unique challenges for brands. Recognizing the need for an authentic, meaningful approach to creator partnerships, Hallie developed the 'Pop It Forward' initiative for popchips in 2020.

The $2M Turnaround

Client overview

popchips is a national snack brand that wanted to make a values-driven splash in the midst of a crowded category and cultural shift.

Core challenge

In the wake of George Floyd’s murder, the brand needed to connect authentically with modern consumers—without performative messaging or tired tactics.

Approach

Hallie created the “Pop It Forward” initiative as a response to that moment in time—an influencer-led campaign rooted in empathy, community giving, and authentic creator alignment. She selected partners with lived experience, encouraged unfiltered storytelling, and designed a campaign that felt emotionally resonant while remaining measurable.