From Bon Appétit · Khushbu Shah · · 1m 10s
Daadi Snacks Mocks Influencers to Gain 929k Followers
Jay turned Daadi Snacks into an influencer by mocking food influencers on social media.
In brief
Jay turned Daadi Snacks into an influencer by mocking food influencers on social media. Jay created Daadi Snacks by parodying food influencers, gaining 929k followers in two years. Originally reported by Bon Appétit.
Daadi Snacks Launch
Jay cofounded Daadi Snacks with his family after his grandma made popcorn for them growing up.
Burning the Playbook
Jay rejected the standard CPG playbook of sending product to influencers for promotion.
Anti-Influencer Videos
Jay started mocking influencers with videos opening with 'OHMYGODYOUGUYS' or 'Come with me...'.
929k Followers
Daadi Snacks gained 929,000 followers by skewering influencers on social media.
First Reel
Jay posted his first anti-influencer video in spring 2023, leading to rapid follower growth.
Follower Surge
Daadi Snacks went from 70,000 to over 140,000 followers in two weeks after a viral video.
Why It Works
Jay targets NYC spots that don't get influencer attention, like unattractive storefronts with Gen Z fonts.
No Influencer Collabs
Jay has never reached out to influencers for collabs, though they have contacted him for samples.
Popcorn Sales
Daadi Snacks sold hundreds of orders within two days after Jay's viral video went live.
The key point
Jay created Daadi Snacks by parodying food influencers, gaining 929k followers in two years.
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