We Made OPI RapiDry a Gen Z Must-Have

Fast manis, hot wings, and zero smudges. We nailed the launch.

Overview

We created a scroll-stopping, snack-fueled campaign that met Gen Z where they live: on TikTok, in group chats, and mid-bite. Powered by cultural insights, the program sparked buzz across social and traditional media.

Our Approach

We turned Gen Z’s snack obsession into a smudge-free stunt with the Snack in :60 Challenge. Timed to the Super Bowl, our Wingstop collab turned game day bites into mani moments. Creators polished with RapiDry, set a 60-second timer, and dug in, no smudges in sight. To amp it up, we dropped 1,000 consumer kits and threw an exclusive NYC event.

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.