1. The Challenge

The client wanted to reach Gen-Z (Age 15-24). This generation doesn’t watch TVCs. They spend hours on TikTok scrolling through food hacks. The brand wanted to go “Viral.”

2. The Strategy: “The Midnight Hack”

We created a trend around a specific consumption moment: “Late Night Hunger.”

• The Concept: We didn’t ask for “reviews.” We launched a #MidnightSpicyChallenge. Creators had to show their craziest 2-minute spicy noodle recipe using the client’s tastemaker.

• The Sound: We mixed a custom, high-energy audio track that was catchy and encouraged others to use it.

• Volume: We unleashed 30 TikTok creators in 48 hours. When users opened their “For You Page,” they saw the noodles everywhere, creating a massive “FOMO” effect.