Lead Forensics

Creating scroll-stopping content.

HARIBO: Chewy Channel.

Modern Consumer Insight

The world’s attention span has been reduced to eight seconds—and is shrinking. 

Challenge

In 2020, Instagram feeds were inundated with somber content on a wide range of topics. Consumers found themselves caught in a downward spiral of “doom scrolling” in their social feeds. 

Solution

Building on the star power of HARIBO gummies, we created the Chewy Channel for IGTV, the world’s first streaming network for shrinking attention spans. And in 2020, HARIBO brought joy to feed-weary doomscrollers when they needed it most. From digital adventures to the shortest, sweetest Halloween marathon ever, The Chewy Channel helped show bad-news-bingers the sweeter side of their social feed during quarantine on Instagram.


Awards
2021 Shorty Finalists:
  • Best Mobile Campaign
  • Best Branded Series
  • Best Use of Video
  • Best Use of IGTV
  • Best Use of Short Form Video 
DigiDay Content Marketing Award Finalists: 
  • Most Innovative Use of Content
  • Best Use of Video
Results

158M

impressions.


12.7M

video views.


29%

thruPay rate, beating benchmarks by 124%.