The Cone Car Trade was strategically crafted to engage Gen Z and Millennial snackers by aligning with the brand's ethos of unexpected fun. The campaign’s objectives were primarily aimed at generating buzz, enhancing brand visibility and fostering engagement through an innovative trade-in experience that deviated from conventional purchasing methods. Instead of a standard transaction, participants were invited to trade quirky and unusual items for a brand-wrapped kei truck. The vehicle was posted on Facebook Marketplace, chosen for its reputation of being a hub for bizarre yet sought-after items, ultimately sparking buzz through curiosity and excitement.
Our primary challenge was to differentiate the brand in an increasingly crowded snack market, and effectively capture the attention of Gen Z and Millennials. To address these challenges, we incorporated an eye-catching vehicle as the visually captivating focal point of the campaign, while also emphasizing not only the snack itself but also prompting unexpected fun and memorable experiences. This approach helped set the brand apart in a saturated landscape.
The campaign’s strategy was crafted based on insights derived from a pre-campaign survey conducted by the Agency using Pollfish. The survey, involving 500 Gen Z and Millennial snackers, aimed to assess brand perception and establish a baseline understanding of the audience’s attitudes and preferences. It revealed key insights into how the target demographic viewed the brand, highlighting their expectations, preferences, and the elements they found most engaging.
Armed with this understanding, the Agency crafted a campaign that resonated with the values and interests of the target audience. This research led the team to explore niche trends popular within Gen Z and Millennial communities, ultimately leading to the kei truck—a unique, attention-grabbing focal point of the campaign. This quirky vehicle was designed to capture and sustain interest throughout the campaign, making it a memorable element that encouraged participation and sharing.
Following the campaign’s rollout, a second survey was conducted with 750 respondents. This survey was crucial in measuring the business impact and return on investment (ROI) of the campaign. It specifically evaluated how well the campaign resonated with the target audience and whether it effectively addressed their needs and desires. By comparing the results of both surveys, the Agency was able to track shifts in brand perception and engagement levels, providing invaluable data on the campaign’s effectiveness.
Ultimately, the survey data provided the Agency with valuable insights into audience expectations, helping to identify growth opportunities to foster deeper connections with young consumers. By prioritizing audience engagement and feedback, the campaign enhanced brand visibility and generated buzz.
The Cone Car Trade campaign was a multi-channel initiative with the kei truck as the visual centerpiece. This branded vehicle was listed on Facebook Marketplace, a platform known for its bizarre and quirky items, aligning with the fun nature of the campaign. Participants were encouraged to propose unusual items they would trade for the truck, fostering interaction and community engagement.
TikTok played a critical role, as the platform is a hub for vibrant, trend-driven content. Users participated in the campaign by submitting their trade ideas via TikTok comments, driving buzz and participation. Influencers with a combined reach of over 20 million followers also amplified, sharing what they would trade for the kei truck and encouraging their communities to engage. The campaign's playful and quirky nature was further extended via TikTok Spark Ads and organic posts, creating a social ripple effect.
The Cone Car Trade campaign achieved significant success, evidenced by both quantitative and qualitative metrics. The sweepstakes generated over 2,500 trade submissions, showcasing the creativity and enthusiasm of the participants. The brand’s pre- and post-campaign surveys revealed a 14% increase in brand familiarity, with a 38% increase in the perception that Drumstick is fun and exciting. Additionally, respondents' perception of the brand as relatable increased by 66%, and the belief that Drumstick speaks to their generation grew by 61%.
On social media, the campaign saw nearly 10 million influencer-driven impressions, with an engagement rate of 1.98%, surpassing the 1.56% KPI. The influencers' content led to over 145,000 engagements and 2,500 post shares. Media coverage generated over 318 million impressions across 43 earned media placements, further amplifying the campaign’s message.
The Drumstick Cone Car Trade successfully differentiated the brand in the saturated snack market by tapping into Gen Z and Millennials' love for unique, fun experiences. The data-driven insights informed a creative strategy that deeply resonated with the audience, increasing brand relevance and generating a wave of participation and excitement.
