We started by figuring out what actually makes people stop for a snack brand — and it wasn't polish, it was personality. From there we built a fast, funny, format-native content engine of taste tests, reactions, and hooks made for the feed, shipped at volume so the algorithm always had something fresh to reward. On paid, we ran a tight loop behind the top-performing organic pieces, scaling only what earned its place. Then we turned superfans into a UGC flywheel that kept the content coming. Everything pointed at one number: DTC revenue. Views that didn't sell were just noise.