Case Study
Launching BeanBoozled as the Ultimate Family Favourite
Influencer Marketing
The Ask
To launch the seventh edition of BeanBoozled, Jelly Belly wanted to connect with families and couples who thrive on playful chaos, offering a fun, screen-free way to spend time together. The challenge was to spark cultural relevance without relying on a traditional mass-market product launch.
The Approach
Rather than starting big, we designed the launch to grow organically. We began with a survey exploring how much time kids and adults spend on their screens, creating a timely media hook and positioning BeanBoozled as a playful antidote to screen-heavy routines. From there, we seeded mailers featuring BeanBoozled to creators who reflect real family and couple dynamics, encouraging authentic, unscripted moments of play rather than polished product demos. These early creator moments positioned the game as a shared experience. Built for earned attention, the idea scaled naturally as social content gained traction, unlocking broader media interest and national coverage. By treating family play as culture, not content, the campaign proved that smart, human ideas can travel far beyond their original moment.
The Impact
What began as a small, intimate launch quickly grew into a national conversation. The campaign generated more than 32 million in reach, 98 media hits, and over 113 million impressions— establishing BeanBoozled as a cultural family favourite and demonstrating the power of earned‑led growth.
Total Reach
Media Hits
Impressions