From Zero to Viral: Case Studies of Successful Reel Campaigns

Key Case Studies of Successful Reel Campaigns

Successful Instagram Reels and TikTok campaigns often go viral by leveraging user-generated content (UGC), short emotional videos, influencer partnerships, and simple participatory challenges, driving billions of views and sales lifts.

1. Mondelez Oreo – #OreoTwist (2025)

Oreo reframed everyday cookie-twisting rituals into a TikTok trend, seeding it with influencers and AR filters.
Results: Over 1 billion cumulative views on TikTok under #OreoTwist, with sales lifts in U.S. and Europe; Instagram Reels engagement spiked.
Why it worked: Simplicity invited participation, turning product use into a cultural moment.

2. Nestlé KitKat – #HaveABreak (2025)

Nestlé revived nostalgia with break-moment videos on TikTok and Instagram Reels, using influencers, AR filters, and stickers for easy UGC.
Results: Hundreds of millions of views; boosted favorability among Gen Z via reposts as stories and reels.
Why it worked: Blended nostalgia with modern short-form formats for broad appeal.

3. Chipotle – Lid Flip Challenge

A Chipotle employee sparked a TikTok challenge flipping bowl lids, requiring real Chipotle products for participation.
Results: Over 100,000 videos in one week; increased sales, Gen Z engagement, and brand recall; 18% search lift.
Why it worked: Organic start, influencer partnerships, and product tie-in drove authenticity.

4. CeraVe Influencer Campaign (Pre-Super Bowl)

CeraVe targeted Gen Z with dermatologist-led content via influencers to build awareness and sell-through for its moisturizer.
Results: Maximized earned media, branded search, and retail sales without heavy TV spend.
Why it worked: Cultural relevance and micro-influencer authenticity on Reels/TikTok.

5. American Rag Holiday Collection (2016, Reels-Relevant Tactics)

Partnered with influencers like Liza Koshy for humorous onesie/sweater vignettes and gift boxes to 50 creators.
Results: Generated organic viral shares, driving demand at Macy’s among millennials.
Why it worked: Relatable humor and authentic integrations mimicked modern Reels style.

Common Strategies for Going Viral from Zero

• Short-form optimization: 60-80 second Reels earn 71% more views than shorter ones; focus on TikTok, Instagram Reels, YouTube Shorts.
• UGC & Challenges: Invite remixes, stories, and tags for community scale.
• Emotional Hooks: Humor, authenticity, real people over celebs (e.g., Dove Real Beauty Sketches: most-watched ad ever).
• Seeding: Influencers + AR/tools for quick spread.
  These tactics, seen in 2025 CPG hits, show brands scale via participation over polished ads.