Tasty Tinies Bake Shop
We were tasked with creating a campaign to build buzz and excitement amongst families for the launch of the brand new Tasty Tinies Bake Shop range by Goliath.
The product, a cooking kit to make mini cakes in the microwave, all in 25 seconds. To then decorate with your own creative flare, there was one platform where we had to feature this product with its aesthetic and ASMR qualities – TikTok.
We partnered with UK creators across TikTok, complimented by Instagram, to maximise reach and make a moment for the debut product.
We obtained usage rights to the content for the brand to use in the wider digital marketing strategy, and further amplify reach.
Our aim was to engage & persuade the audience by utilising the creators individual approach to content, while also featuring the key elements of the product to encourage action & pester-power.
We utilised link in bios & stories to encourage audiences to click-through to the point of purchase.
Results
Organically, prior to any boosting of content we achieved 1.6m video views combined with 6 creators. We achieved a reach of 894,000 with over 20,000 engagements. Our objective was reach, and building a buzz, so we were pleased with the engagement and reach stats.
We collaborated with a range of creators from family channels to niche creators such as Gemma Summer, tapping into the mini trend and ASMR. We worked with hero talent in the likes of Shab and Kassie, and smaller creators to balance reach and engagement results. Working with smaller niche accounts allows us to tap into really engaged communities.
Creator diversity in terms of size of following and engagement rate % worked really well in this campaign. Adding to this was the platform diversity across TikTok and Instagram. This allowed us to use platforms for their strengths, from video content to link in bios and story content.
Next time, we’re expanding onto YouTube and securing usage rights for longer to boost in key sales periods.
