Today’s consumer is bombarded by content, and consumer attention spans are shrinking. So to break through, HARIBO, the inventors of the gummy bear, shrank their ads - transforming their social feeds with bite-sized, must-stream content. 

Introducing: the Chewy Channel. The world’s first streaming network for dwindling attention spans. Where full episodes aren’t just binged, but microbinged in just seconds - all starring a micro-sized cast of gummies. In a world of social media clutter, Chewy Channel broke through the noise by creating content inspired by the platform and created a new viewing habit, microbinging. 

With Office Sitcoms, Westerns, and Magical Dramas, the Chewy Channel borrows from all the classic streaming service tropes made popular by Netflix, Hulu, and HBO, including original scores, holiday specials, and even interstitial episode screens. All built specifically for Instagram’s native UI, premiering new original content every month, perfect for the internet’s preeminent micro broadcaster: IGTV.  

Shrinking binging to microbinging, downsizing seasons to mere minutes and trading big screens for mobile ones, the Chewy Channel created a new way to view content, with one hit micro-show after another. 

By using the product as stars, Chewy Channel created a groundswell of social conversation around the HARIBO gummies. Fans loved that the gummi bears they devour, we’re starring in bizarre content within their feeds in a way that felt so native to the channels they use. The Chewy Channel not only entertained audiences to keep them coming back for more, but also inspired them to share. Chewy Channel’s success has the numbers to prove it :, outperforming Instagram viewing benchmarks by staggering numbers.  Stay tuned for the next episode. 

• +50% INCREASED average engagements

• +126% INCREASED organic conversation volume

• +20% INCREASED positive conversation sentiment

• Completion rates for our 1 minute insta ads topped 19%

• ThruPlay Rates exceeded HARIBO historical benchmarks by 208%

• Created micro-binging: an entirely new viewing habit for IGTV