Creating intrigue amongst Gen Zs
It’s no secret that there are a lot of brands vying for Gen Zs’ attention on social media - including a host of confectionery and drinks brands.
In order to become the treat of choice, Starslush needed to stand out with a vibrant campaign. The aim was to make sure that, when they visit theme parks, trampoline parks and other key destinations, they simply had to have a Starslush in-hand.
Peak season for Starslush (summer, naturally) was approaching and insights told us that Gen Zs enjoy interactive content that creates a sense of mystery.
What a perfect opportunity, then, to launch the new Mystery Slush with a campaign running from March to May.
We seeded out regular, snackable, gamified content, such as quizzes, as well as trend-led pieces such as ASMR on the platforms we know Gen Z live on: Twitter, Instagram and Tik Tok.
Tik Tok presented a unique challenge, as branded content is not inherently compatible with the platform. Instead, we generated shareability by using micro influencers to kick-start a “Bottle Jump” challenge, where the audience was asked to film themselves “jumping into” a cup of Starslush, with a little help from forced perspective.
Ultimately, the intrigue we generated around the Mystery Slush worked, as the community sent in more than 1,500 guesses as to what it could be (spoiler: it was Lollipop).
Tailoring content to the trend-hungry content that Gen Zs crave allowed us to reach over 2 million teens, generating 88k engagements, including 66k on Tik Tok alone.
Being new to Tik Tok as a brand made handpicking influencers key to effectively reaching our target audience. As a result of creating our own Starslush centric Tik Tok video trend, we attracted over 2,000 Gen Z followers across social platforms.
Use of Instagram targeted advertising to raise additional awareness drove a cost per follower on Instagram down to 50p as a direct result of gamification ads (50% below our expected target).