How @JVKE and Bella Poarch took Big Poppa Mascara to 2.6 billion views

We started with a song, not a spot

On TikTok, sound is distribution. So before a single asset was shot, we partnered with artist and creator @JVKE on an original track built for the launch: "Big Poppa Heart Stoppa."

The track gave the campaign a hook that belonged to the brand and a reason for creators to use it — the same sound under Bella Poarch's post, under 400 creator videos, under the paid placements, and under every UGC entry to the challenge. One song made a thousand pieces of content read as one campaign.

400 creators, one anchor, zero traditional ads

Gen Z doesn't meet a mascara in a commercial break. They meet it on someone's face, in someone's feed. So the launch ran through creators first and everything else was built to feed them.

#BiggerIsBetter turned the audience into the campaign

The Branded Hashtag Challenge asked the community for their boldest lash looks, set to the campaign track. Thousands of people made their own version, and that UGC became some of the launch's most valuable content — social proof no media buy can manufacture.

Paid amplified rather than interrupted: TopView, One Day Max, and In-Feed placements carried the same sound and the same look as the organic creator posts, so the ads read as part of the trend instead of a break from it.

Creator-led doesn't mean unproduced

The campaign ran on a full asset build. We shot and finished everything it needed, so the creator posts, the paid spots, and the retail screens all looked like one campaign.

Campaign film — Big Poppa Mascara

• Hero videosCampaign films cut for social, paid placements, and in-store retail partner screens.
• CGI product renderingsPhotorealistic renders that show the product from angles a camera can't reach, identical across every placement.
• Product photographyStudio coverage of the brush, the formula, and the packaging for e-commerce and retail partners.
• Model photographyA diverse cast shot for before-and-after lash detail and lifestyle use — 500+ final images.
• E-commerce imageryAmazon A+ content and retailer listing graphics built from the same shoot.

Photorealistic CGI product renderings

Product photography

Amazon A+ e-commerce imagery

On set — Los Angeles

Viral isn't luck. It's a creator plan with production behind it.

Sound first, creators second, assets built to serve both — that order is why the campaign felt native wherever it showed up, and why Big Poppa became the fastest-selling mascara launch in Wet n Wild's history.

This campaign came out of VPLA's beauty video production work, where product performance has to read in the first second.