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From the 14th Annual Shorty Awards

KIND on TikTok: A Nice Way To Reach A Younger Audience

Entered in Food & Beverage


KIND approached Tinuiti for expanding their media mix to TikTok for an upcoming campaign promoting their snacks bars to a new, untapped audience. The goal was to increase overall awareness and favorability amongst TikTok’s younger and rapidly growing user base by leveraging TikTok-forward creative and messaging. This would be the first time KIND activated on the platform and it would serve as a foundation for future activations to continue increasing intent and ultimately sales.

Strategy and Execution

Leaning into the ‘creator-first’ mindset of the platform, KIND partnered with a mix of creators to develop assets that organically promoted their products. Tested in two rounds using platform metrics and an NCS (Nielsen Catalina Solutions) Brand Lift Study, we evaluated KIND’s creative and audience mix to ensure they were reaching the right audiences with the right messaging ro expand their reach. The campaign ran for almost two months from September 2021 to November 2021 with creative and audience optimizations made to ensure short-term performance was efficient without sacrificing long-term brand lift objectives.



Entrant Company / Organization Name

Tinuiti, KIND, LLC


Entry Credits