Creators lead startup from concept to Walmart swiftly

In recent months, a creator-backed startup, 1UP, has gained significant traction in the candy industry, particularly through TikTok engagement. Founded by Michael Schenker and Chris Koch, 1UP collaborated with popular creator FaZe Rug, leveraging his influence among Gen Z during the startup's conception. Initially, the team utilized a 'test and learn' approach, launching unique challenges that resulted in over a billion impressions on TikTok, even before establishing a supply chain or product lineup. This organic reach demonstrates the potential of creator partnerships in modern brand strategies. Both Schenker and Koch emphasized the importance of understanding consumer needs from the outset. They believe that genuine alignment with talent and problem-solving is crucial to building a successful brand. Their endeavor focuses on filling unmet demands in the market and integrating creator insights directly into product development. Creator engagement is more than just a marketing tactic for 1UP; it is fundamentally woven into the company’s identity. The founders cite the traditional retail landscape, where 95% of candy purchases occur, yet they are also expanding their direct-to-consumer (DTC) efforts. The approach to DTC enables 1UP to experiment with product launches and receive immediate consumer feedback, thereby refining their offerings ahead of full-scale retail rollout. Schenker outlined that DTC provides a platform for limited drops and innovative product introductions, which can keep their engagement alive with consumers. As this startup thrives, it faces the challenge of scaling quickly without sacrificing authenticity and product quality. The connection between the brand and its creators is vital, as rapid growth has the potential to dilute the original vision that drove their initial success. Thus, maintaining a balance between quick expansion and adherence to a creative vision becomes essential for the longevity of creator-led brands like 1UP.