We got Gen Z to test-drive OPI's fastest-drying polish with a plate of Wingstop wings.
Beauty, Wellness & Style
Influence
Awareness
Campaigns
OPI's new RapiDry formula needed to win over Gen Z where they actually live — TikTok, group chats — not on a nail polish shelf.
Overview
What if the messiest snack ever could be the ultimate stress test for dry nails?
Our approach
We built the Snack in :60 Challenge, timed to the Super Bowl and powered by a partnership with Wingstop: creators applied RapiDry, set a 60-second timer, then dug into wings smudge-free, backed by 1,000 consumer kits, an exclusive NYC event, and a mix of macro and micro influencers.
The results
Our efforts earned the brand more than 85 media placements, drew 82 event attendees, and generated an impressive 1.45B+ impressions. Influencer content, spanning macro and micro creators, drove 1.5M impressions and 59K engagements.
1.45BImpressions
86Placements
82Event attendees
65Social posts
59KEngagements
1,000Consumer kits
