“The idea around musical.ly gives kids the chance to live out their dream of being stars (“Take a Justin Bieber track and now just lip-sync”). The opportunity to get famous through the app is a dream come true, and that was our sweet insight”
Next month, Zoglowek will launch a new flavor in its plant-based snack line “Crispy-Sticks”. Crispy Sticks Grill will join the flavors already on the market – corn, sweet potato-carrot, and falafel. The target audience of the snack line is kids aged 8-16. The goal was to reach out to them and their parents through social media activity. It was clear to us that the way to communicate with a young audience is not just through their communication channels, but also in their language… When we researched the customers and consumers we wanted to reach with our next advertisement, we realized that this is where our move lies. musical.ly – the app that allows its users to create 15-second clips, was thirsty for a new challenge, and we found ourselves pioneers in the Israeli arena.
The whole idea around musical.ly is to let kids act like big stars (“Take a Justin Bieber track and now just lip-sync”). The opportunity to get famous through the app is the fulfillment of their little roleplay, and that was our sweet insight. We announced a “15-Second Audition” where participants were given full freedom to express themselves through video clips. We gave them the opportunity to go wild with their talent with minimal intervention, requests, or demands… The only requirement was to tag the videos with #Crispy_Audition or #CrispyAudition or #Crispy on the app.
Case Study
As an initial distribution method for the campaign, we used leading Musers (influencers on musical.ly). We made the announcement about the start of the audition through popular Musers (giants by Israeli standards), and asked them to participate in the contest and tag their videos #Crispy_Audition. In addition to advertising on musical.ly, we also promoted the activity in relevant groups on Instagram.
The combination of the activity’s nature, framing it as an “audition” alongside the use of opinion leaders and minimal requirements, hit the mark—and within the first two days of the activity, we received 300 videos. When we started delving into the content, we were surprised by the amount of effort and thought. Kids danced, sang, drew, did lip-dubs, skits, and productions with special effects. Our campaign page was flooded with followers, likes, tags, and comments.
Within a short time, the Crispy Sticks account became the center of conversation on musical.ly. New Musers took part in the activity without compensation. Live streams were broadcast on the app with titles like “I hope you tune in Crispy_Sticks” and tutorial videos on YouTube addressing “How to prepare for the Crispy Audition”.
In Conclusion:
As of the campaign closing date, 900 original videos were tagged. In terms of engagement, we received over 300,000 interactions.
