Frubes is a well-known yogurt snack in the shape of a tube, and this summer, the brand wanted to change the snacking game. Goodbye sugary ice cream, hello delicious yet nutritious yogurt treats!
Having worked with Frubes on a previous campaign for Halloween 2022, Digital Voices’ Campaign Producers read through every single comment on a piece of content to produce a comment sentiment analysis and provide key customer insights for our client. It was discovered that a lot of people freeze their Frubes and enjoy them like healthy, child-friendly ice cream!
We passed this information on to the client and shared the insight that freezing your Frubes would be a great idea for a summer campaign. This directly helped spark the idea for ‘Frubes #TryMeFrozen’, the first campaign from Frubes that was developed off the back of social media comments.
Our mission: to work with influencers across TikTok and Instagram to position Frozen Frubes as THE must-try summer snack.
In order to captivate a key buyer audience of parents, but also kids from 7 to 10 years old with fun and original engaging content, we partnered with 6 influencers whose social channels are primarily based on family life.
Thanks to trend research conducted by our strategy team, and the use of TikTok Creator Marketplace, we were able to highlight creators that aligned with the brand's fun appeal. The final lineup of creators comprised Casey Barker, Communing with the Campbells, Brummy Mummy of 2, The Pelo Family, Jess The Fat Funny One, and TheLDNFamily.
TikTok has become a hub for food content and inspiration. In fact, 53% of Gen Z said they find inspiration for new food through TikTok! We also know that TikTok is rising as a search engine, competing with the likes of Google.
With this in mind, we chose to boost content by Casey Barker and Communing with the Campbells on TikTok by using Spark Ads and In-Feed Ads to reach a vast audience.
We achieved 16.1M content impressions, exceeding our target of 7M by 131%, with more than 6M views for Casey Barker alone, our biggest TikTok creator.
It wasn’t just the social stats that were impressive! When looking at shopper dynamics the brand saw from its EPOS data that Frubes Try Me Frozen brought in 34% more buyers into the brand. Total yogurt buyers during this period were flat and without the growth in Frubes the total category would have declined -1% (source: Kantar Total UK, L8wks vs. prior 6.8.23)
The data shows that there was a significant increase in the number of Frubes buyers who purchased the product at least twice within an 8-week period, with a notable 47% increase. This indicates that consumers were not only buying Frubes but also showing strong repeat purchase behavior during this activation period.
*Looking at 8 weeks vs. prior periods (July & August vs. May & June 2023)
By partnering with influencers for this sweet summer campaign with Frubes, and by paying attention to audiences’ comments on content, not only did we drive impressions by boosting content on TikTok, but we were able to make a significant, positive impact on product sales too!
If you want to learn more about boosting content on TikTok with paid social, we have a wonderful paid social team here at Digital Voices who would be honored to show you the ropes. Reach out at hello@digitalvoices.com.
