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Gel Blaster Toy Targets Creator Marketing Success

Gel Blaster is #1 With a Gellet™

Gel Blaster was created to get everyone outside, playing, and having fun. Today, Gel Blaster is #1, synonymous with the water bead blaster category it created. It wasn’t always that way.

Early success for Gel Blaster led to a bunch of new entrants into the category, including a direct challenge from the biggest name in foam dart blasters. 

Gel Blaster risked being lost in consumer confusion. With AI-driven influencer content hitting the perfect audiences at the right time, BENlabs helped Gel Blaster stand out leading into the all important holiday shopping window.

Gel Blaster Toy Targets Creator Marketing Success

ABOUT THE CLIENT: Gel Blaster turned to BENlabs to create an AI-driven content influencer campaign that would bring the Gel Blaster “go play” motto to life. Product sales presented an obvious campaign goal, but with mounting competition, securing market share — ensuring the Gel Blaster brand rose even faster than the burgeoning water bead shooter category it popularized — was the real key.




Market Share


Share of Sales at Walmart (Dec 2022)


Influencers Activated





BENlabs AI Keeps Campaigns On Target

BENlabs AI looked beyond the obvious to build the most receptive audience clusters for the Gel Blaster message. Data gathered throughout the campaign unlocked incredible predictive performance accuracy that allowed Gel Blaster to confidently increase campaign spend, beating the main KPI with a 3.13x RoAS, driving sales, and cementing market share.

  • Smart Creator Matching
  • Audience Cluster Analysis
  • Predictive Analytics

Full AI Story

Content Creators Go Play With Gel Blaster

BENlabs brought 307 creators into the fray including heavy-hitters like @PrestonPlayz, @RyanTrahan, @Kazsawyer and more. @unboxtherapy, @walcoms7 and other creators dug into what makes Gel Blaster shooters different and better with demos, specs, speeds, and design points. Couple lifestyle influencers like @lindy_and_jlo and @kokoandsymba, mom and family influencers like @savagemomlife and @thebigefamily shared skits, vlogs, and all kinds of fun “go play” content.

Full Creative Story

#1 With a Gellet™

BENlabs AI-driven creator campaign helped propel Gel Blaster to #1 in market share. 

Gel Blaster SKUs accounted for half (49.98%) of all units sold at Walmart in the all important December retail window — up from less than one in 10 (9.05%) in March, 2022 and two in 10 (20.9%) in September, 2022 when the campaign kicked into high gear.

Full Results Story

Influencer Marketing Made Simple

The BENlabs team uses proprietary AI tools to help make influencer marketing smart, scalable, and successful. From finding the perfect content creators, automating A/B testing of content, copy and CTAs, and surfacing clear, predictive analytic insights early, when they can make the most difference, BENlabs is here to help.

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