Impressions
Engagements
Positive/Neutral Sentiment
Goal
Drive awareness of International Delight’s seasonal and classic flavors in a way that encapsulates the brand’s personality, while taking on our “enemies”—coffee shop coffee and plain coffee.
Strategy
TikTok is an entertainment-first platform that is profoundly changing the comedy industry, so we devised a full-year comedy creator-led strategy to achieve International Delight’s goals and bring the brand’s personality to life. First, we identified leading social-first comedy creators. Then we inspired them to incorporate International Delight into social-first skit content on TikTok and Instagram that delivered on key brand messages, such as, “you can be your own barista,” “if you hate plain coffee, you’re not alone,” and “plain coffee is canceled.” We empowered creators to tap into their unique comedy styles, e.g., leveraging VFX effects, filming movie trailers, making news announcements, and playing multiple characters via low-fi costume changes, all while keeping our product and brand messages front and center.
AWARDS
This campaign is a finalist in two categories at the Shorty Awards, as well as in the Partnership Awards and PR Daily Content Marketing Awards.
RESULTS
Across 3 pulses of organic posting we achieved 36.4MM impressions, 251K engagements, and 95%+ positive/neutral sentiment. These 3 flights alone drove 306% growth in organic engagements year-over-year, utilizing only 80% of the 2024 budget.
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