Building cred with teens
Embracing the outlandish on TikTok
If you’ve been on TikTok for more than a few swipes, you can appreciate that the content is diverse and sometimes, borderline weird. Content mimics user love for everything from dance covers and organizing techniques to, most importantly, pizza rolls.
Teens are a must-win audience for Totino’s. And the teens are on TikTok.
So, to build our content strategy, we used social listening to tap into the tween mind and uncover real-time trends. We created a spoof on charcuterie boards, taste tests, tapped into the lucrative gamer community, and made friends with other Gen Z-friendly brands like Takis to create collab videos. The goal was to inherently connect with our target audience.
To make sure we didn’t sacrifice the brand just to be part of the “cool kids” crowd, we combined our audience insights and Totino’s humorous with the sometimes absurd brand voice to build TikToks that were both Gen Z winning and unmistakably Totino’s.
The Shorty Awards
Finalist + Audience Honor,
Best TikTok Presence