CHOC Factory

The challenge

Taking a new beauty brand from launch to growth

In 2024, the team behind CHOC approached us with a clear ambition: take their business, brand and operations to the next level. CHOC is an L.A. based beauty brand built to challenge traditional beauty standards and celebrate self-love, founded by Cori Broadus, entrepreneur, advocate and daughter of Snoop Dogg. They had launched with a developed lip-product line and an e-commerce site, but needed a partner to elevate the brand across every touchpoint, build out robust e-commerce infrastructure and drive the digital marketing needed to grow.

CHOC started with a project-based engagement covering branding, then moved into a six-month retainer to tackle their e-commerce platform and digital marketing programme.

Branding

A brand rooted in authenticity and self-love

The heart of every brand is the story it tells. For CHOC we gave shape to the founder's vision, developing it into a narrative rooted in authenticity, natural beauty and self-love. We defined the tagline, mission, vision, manifesto, tone of voice, purpose and values, creating a consistent framework for every piece of communication.

From logo to colour harmonies, typography, illustrations, product packaging and social media identity, we designed a visual system that reflects those values. The brand guidelines were delivered as a live, web-hosted document at brand.chocfactory.com, giving the whole team instant access to correct usage across every touchpoint.

Traction

Building community before, during and after launch

Traction began before the site was live. We ran teaser campaigns across social media, directing audiences to a holding page to register interest and build CHOC's own CRM database ahead of launch. This meant the launch itself was supported by a targeted CRM campaign that drove sales from day one.

Real Models campaign

Prior to launch, we ran an open casting call on social media: "Be the Face of CHOC with Cori!" People of all shapes, sizes and skin tones were invited to audition by tagging @chocfactory. Making the entry process inclusive and easy sparked conversation, encouraged tagging and built an early values-driven community. User-generated content from entries kept the landing page dynamic and significantly reduced production costs. Winners received professional make-up and photography and were featured in official campaign materials.

Social media and influencer programme

We developed a full social media strategy covering Instagram, TikTok, Facebook and Pinterest, with a comprehensive content style guide, platform-specific content pillars, a calendarised posting schedule and KPI scorecards for ongoing optimisation. For the launch campaign we collaborated with both micro and macro influencers, with approximately 70% of effort allocated to micro influencers, prioritising product gifting over paid collaborations.

A two-tier affiliate structure through Shopify rewarded creators with unique discount codes in exchange for content. The Influencer Box was designed to resemble a chocolate bar that slides open to reveal a container shaped like the CHOC logo, creating an unboxing moment built for social sharing.

Results

What we achieved

Over the course of the engagement, we helped CHOC evolve from an emerging beauty brand into a scalable digital business. Through a combination of branding, e-commerce development, CRM, influencer marketing and community-led campaigns, we built the foundations needed to support growth across every stage of the customer journey. The result is a stronger brand, a more robust digital infrastructure and a growing community connected by CHOC's mission of authenticity, representation and self-love.