Imagine an intern creating such a powerful marketing campaign that within 60 days, the brand changed its name to align with the campaign’s massive success.

Non-alcoholic cocktail brand Mixoloshe, now rebranded as Smashd, owes its viral fame to intern Nicole Wingard. Her clever, unconventional strategy caught fire online, captivating audiences and transforming the brand’s fortunes.

A Viral Sensation It all started with a bold Instagram Reel: Nicole smashed a Mixoloshe can with a baseball bat, claiming it was more effective than her boss’s entire marketing strategy. The video went viral, racking up over 30 million views. For the next 60 days, Nicole posted increasingly elaborate can-crushing videos, from Pixar-inspired stomps to Katniss Everdeen-style archery. Her cheeky Instagram account, @TheBestMarketingStrategyEver, quickly amassed over 525,000 followers.

Impact on Business The results were staggering: an 800% increase in sales, tens of thousands of email sign-ups, and hundreds of thousands of new website visitors. Mixoloshe sold out half its product line and launched in 500 Walmart stores across the U.S.

Engaging Storytelling Nicole’s staged conflict with her boss, claiming she’d be fired if she didn’t hit certain view counts, added a layer of drama. This storyline made the campaign even more engaging, showing that successful brands need creative, compelling narratives.

A New Era Now CEO of Smashd, Mike Chambers aims to make it a household name. Nicole, promoted to “chief smash officer,” continues to lead innovative social media strategies. Drawing on her background as a beauty pageant contestant, she creates engaging, community-driven content, turning Smashd’s Instagram into a dynamic, fan-involved journey.

Key Takeaways for Marketers:

  1. Think Outside the Box: Bold, unconventional moves can go viral and captivate audiences.
  2. Engage Your Audience: Involve your audience in your campaign to build loyalty and excitement.
  3. Tell a Compelling Story: A great narrative can drive engagement and sales.
  4. Balance Authenticity and Strategy: Combine genuine storytelling with smart planning for maximum impact.
  5. Leverage Social Media: Use platforms like Instagram and TikTok to amplify your reach.

Nicole’s strategy also ties into the “Building in Public” trend, where startups openly share their journey, making the brand relatable and engaging.

Conclusion Whether meticulously planned or a lucky break, Nicole’s campaign for Smashd highlights the power of creative marketing and social media. It’s a masterclass in engaging storytelling and strategic execution.

What do you think? Was this campaign genius or a clever manipulation? Let me know your thoughts!

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