To raise awareness with its consumer target on a platform that was previously successful for the brand in 2021, Splash Fizz, a new innovation for the Splash brand, combined pop culture and social media innovation to create a dynamic TikTok campaign. Using the song “Sway” by Fitz and the Tantrums, the brand, which was also featured in the music video, launched a branded effect and hashtag #SplashSummerVibe on TikTok.
When we started ideating on the #SplashSummerVibe campaign, it was so important that we utilized our TikTok platform learnings from our 2021 #TheSplashDance challenge. We needed a low barrier to participation and a program that was just as fun and vibrant as the brand. The campaign's branded effect used flavor characters designed by famous street artist and Splash influencer Nicky Davis, and asked consumers to let the effect predict their summer vibe based on which Splash Fizz flavor the filter picked for them.
In addition to the branded effect, we launched the campaign with strong influencer support, utilizing eight key influencers with a combined following of 30MM+, including @OldGays, @KaushaCampbell & @JoeMele. It was also important that we chose influencers who covered a variety of our consumer's interests to ensure we were reaching new Splash Fizz consumers on the platform.
To round out the support for the campaign, we launched paid media, amplifying the challenge and serving our campaign videos across the platform.
The campaign outperformed Splash’s 2021 campaign in total video views by +24.7% and engagement by +26.8%. The hashtag challenge page had over 8B views in 2 weeks and is currently at 12B+ views. A total of 1.8M videos were created by consumers using the branded effect, well above typical benchmarks. Total video views exceeded our goals by more than 400%! The campaign also drove positive sentiment and conversation around the Splash Fizz innovation, garnering comments like: “I love this drink!”, “I have had these before lemonade is my favorite!” By utilizing learnings from Splash Blast’s 2021 hashtag challenge, the lower barrier to entry for the #SplashSummerVibe program allowed more consumers to engage with the brand, driving much stronger results!
