TUTTI FRUTTI TIKTOK TOOLKIT

TitleTUTTI FRUTTI TIKTOK TOOLKIT
BrandFAZER TUTTI FRUTTI
Product/ServiceFAZER TUTTI FRUTTI
Category G04. Social Behaviour
Entrant KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Idea Creation KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Media Placement KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Media Placement 2 DAGMAR Helsinki, FINLAND
PR KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Production KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Production 2 JUHA ILMARI LAINE Helsinki, FINLAND
Additional Company FAZER Helsinki, FINLAND
Credits
Name Company Position
Jari Lähdevuori Kurio Creative Director
Elli Tuominen Kurio Strategy Director
Tommi Opas Kurio CEO
Katariina Hintsa Kurio Project Manager
Jasminka Masinovic Kurio Project Co-ordinator
Anni Haaparanta Kurio Concept Designer
Henna Lehmuskoski Kurio Concept Designer
Iina Huusko Kurio Paid Social Specialist
Ilona Repo Kurio Paid Social Specialist
Juha Ilmari Laine Juha Ilmari Laine Director
Mirka Rikman Dagmar Client Manager
Riku-Petteri Seppälä Dagmar Digital Planner
Tuulia Neuvonen Dagmar Media Planner
Anne Repo Fazer Confectionary Marketing Director
Sari Aalto Freelancer TikTok specialist

Why is this work relevant for Media?

We hit the newest trending social media just as it was reaching the critical mass -- in a time when no big brand had done anything on it in our market. And we did it in a way that would impress even the global mega brands.

Background

Fazer is among the most beloved brands in Finland. Their Tutti Frutti candy brand has been the no. 1 candy bag on the market. But over the past years it had lost it's relevance to the younger audience. The campaign was based on Fazer's extensive market and consumer research on Tutti Frutti brand. The research found a new position in the market where no big players had gone. The drivers of consumption in this new position are hedonism and balance: eating sweets is a conscious choice that reflects one's values. Tutti Frutti’s recipe was redesigned to match the changed consumer needs: colors and flavors were switched to 100% natural, and most of the candy bags went vegan. We needed a brand strategy and a concept that appealed to our young target group – the heavy users of candy market.

Describe the creative idea / insights (30% of vote)

Tutti Frutti TikTok Toolkit – a set of props to help you create the most amazing illusions ever

Describe the strategy (20% of vote)

We started from one clear insight. The young love their ”inside jokes” as much as candy. You know, the things that parents don’t really get – like at all. So we tapped into one such phenomenon: TikTok. The user based had just crossed the 2 bn mark and was exponentially growing, thanks to the global quarantine. It was just then, in April 2020, that we took the channel by storm. In a time when everyone was either crazy about it, or thought it to be way too crazy, we stayed true to our brand slogan: “Do the natural.” And natural on TikTok means (besides the dances, duh) magical illusion videos. There are more than 37 bn videos under #magic and 5 bn views for the ones under #illusion. It’s a native genre for the channel, thanks to its extensive video editing options.

Describe the execution (20% of vote)

We crafted the world’s first TikTok Toolkit. Inside this super exclusive, must-have box you’d find three Tutti Frutti inspired props: a human-sized candy bag, a tiny edible candy bag, and a giant candy. We launched the toolkit with influencers. And people went crazy. Everyone wanted one. It went viral with no paid media. We even did the most epic magic trick: took TikTok out of TikTok. One lucky TikToker got her duet featured in our TV spot side-by-side our influencer, both doing their own tricks to our tune.

List the results (30% of vote)

ORGANIC RESULTS FROM TIKTOK - Reach on TikTok 12MM (In a country of 5MM people) - Total video play time on TikTok 68,000 h (Meaning 7.7 years!) - Ave completion rate for TikTok views 96% - Likes on TikTok 1,250,000+ - Comments on TikTok 22,000+ - UGC videos on TikTok 2,000+ BRAND RESULTS - Brand consideration up 22% for target group (YoY) – hitting an all-time high (since 2016) - Weekly usage up 100% for target group (YoY) – hitting an all-time high too (since 2016) BUSINESS RESULTS - Sales growth 7% (YoY) ¬– beating (the very ambitious!) targets by 17%

Please tell us about the social behaviour that inspired the work

Everyone -- especially the target group -- was flocking to TikTok. But brands in our market had done little -- and those that did, made it with the obvious: dances. We saw a clear trending genre in TikTok, that went unnoticed by the brands: magic videos. We wanted to stay true to our brand's slogan "Do The Natural" and encourage TikTokers to do whatever they love on the channel -- and that we are here to help them do that.