Campaign: Shake It Up
PR agency: MSLGroup
Launch: January 17
Objective: Ferrero USA's Tic Tac brand will launch its Shake It Up initiative this month to connect with 18- to 35-year-olds.
“It's a way to shake up the little things you do in your mundane life,” says Tic Tac category manager Noah Szporn. “We seek ways to excite our audience. Our mission is not so much brand awareness, but bonding and engagement.”
The year-long campaign will kick off at the Sundance Film Festival, where Tic Tac will sponsor arts organization Gen Art's screenings and events.
Idea: Tic Tac initially planned to drive consumers to an interactive microsite, but research prompted a tactical change. A survey revealed that 18- to 35-year-old consumers are less likely to visit a food or mint brand's website hours after viewing an ad, even if they had purchased the product.
“They're very busy and have very full days, so if you don't grab their attention immediately, you probably won't retain it,” Szporn explains. “A critical part of this campaign is to engage consumers right at the point of consumption with the product or media.”
Digital elements will play a key role. These will include a mobile app that will let consumers scan a Tic Tac product or ad and interact with it through games, trivia, or images.
Tools: Along with the mobile app, Tic Tac will incorporate social media, events, and ads, including a billboard in Times Square. The company plans to run contests on Facebook throughout the year. In addition to its sponsored events at Sundance, Tic Tac will organize other events across the US.
Three agencies are collaborating on the campaign: MSLGroup for PR and social media, Merkley+Partners for advertising, and ZenithOptimedia for media.
Measurement: The company will gauge success by the number of mobile app downloads, impressions, and product sales, as well as consumer engagement.
“The campaign is innovative, but it's a little risky because there aren't a lot of traditional measures,” Szporn adds. “It's a leap of faith.”