The goal of this campaign was to amplify GoodPop’s visibility and cultural relevance by embracing an entirely organic viral moment sparked by a genuine fan. When Eli McCann’s husband shared his love of GoodPop’s Watermelon Pops—and his husband’s brief panic over not finding them in their local grocer– it created an opportunity for GoodPop to show up authentically and celebrate real consumer enthusiasm.
Instead of manufacturing buzz, the team focused on strengthening trust and brand affinity by leaning into a story already resonating within the community. Additional goals included increasing awareness of GoodPop’s Watermelon Junior Pops, reinforcing GoodPop’s identity as a joyful, community-driven, values-led brand, and encouraging engagement that felt human and fun.
Internally, the objective was to demonstrate the team’s ability to respond quickly, creatively, and in alignment with GoodPop’s mission. The broader goal was to set a precedent for real-time, community-rooted storytelling that builds a deeper emotional connection than traditional promotional efforts.
The strategy was simple yet powerful: take an authentic, fan-driven moment and build a joyful, community-centered activation around it. The journey began in March 2024 when Eli McCann tweeted about his husband proudly pulling a GoodPop Watermelon pop from a friend’s freezer, joking that he “stores them everywhere.” The tweet earned 50,000 likes, after which GoodPop sent Eli a sampling of pops—organically starting their relationship.
In May 2025, the story reignited when Eli’s husband couldn’t find the Watermelon pops in stores and began calling nearby retailers in search of more. Inspired, Eli filmed and posted a TikTok documenting the situation. The video immediately resonated, and comments like “I’m here because of Eli” reflected growing cultural momentum.
GoodPop acted fast. They leaned into the moment by sending Eli pops and merch, updating their TikTok bio to reflect his husband’s obsession, and temporarily making Eli their profile picture. They then partnered with him on a series of posts that included a playful bike-powered delivery from Austin (ATX) to Salt Lake City (SLT), expanding the storyline while keeping it grounded in warmth and fun.
To turn engagement into meaningful action, Eli encouraged his followers to submit GoodPop’s store request form. Within 24 hours, 79 requests were submitted, demonstrating the community’s power and enthusiasm.
Execution required nimble coordination across teams and locations. With GoodPop based in Austin and Eli in Salt Lake City, the team managed shipping logistics, content production, and a branded bike-cart delivery on a tight timeline—all while balancing regular responsibilities. The campaign also overlapped with devastating floods in Texas, prompting GoodPop to responsibly pause efforts to prioritize community support.
Despite the challenges, the activation stayed authentic, fast-moving, and values-aligned—turning a spontaneous fan moment into a uniquely joyful, community-driven campaign.
The Watermelon Pop activation delivered clear, measurable impact directly tied to the campaign’s goals. Following Eli’s viral TikTok, GoodPop saw a 29% increase in unit sales of the Watermelon pops (Source: National Natural Grocer, 3WE 7/6/25 vs. prior 3 weeks). The flavor sold out in many locations, and the team is now working to restock retailers nationwide.
The campaign also created remarkable social engagement. Eli’s original TikTok reached 19.2 million views with 3.1 million engagements. In response, GoodPop’s own Watermelon Pop content generated an additional 3.6 million views and 262,000 engagements. The brand’s TikTok following grew by 31,000 new followers, signaling meaningful expansion and relevance.
The campaign’s success extended beyond metrics. It demonstrated GoodPop’s ability to act quickly, creatively, and mission-aligned in the face of real-time cultural moments. It also reaffirmed the power of authentic consumer stories to drive engagement, community participation, and real-world impact. GoodPop plans to continue partnering with Eli for future launches, further building on this momentum.
