Ice pops + tweens + summer = a winning combination. However, Bomb Pop had a challenge — tweens knew our iconic red, white, and blue pop but did not connect it to our brand of self expression. We needed to show tweens we are #NotOneThing by celebrating the diversity, creativity and wildly different passions of our audience.
In order to reach tweens and maximize our spend, we needed to focus on one platform that tweens use for self expression — TikTok. By diving into the platform, we were able to inspire tweens through creators, organic content, and a first-to-market experience.
During the Fourth of July weekend — Bomb Pop’s favorite holiday — we made it easy for tweens to share about themselves and their interests with a first of its kind media buy on TikTok in the US — a Branded Mission, Hashtag Challenge, and Branded Effect combination.
We enlisted 7 creators to show all sides of their personality and interests on TikTok. From dancing to animation to custom jewelry making, the creators inspired tweens to try new things and to celebrate all their passions.
To celebrate National Bomb Pop day, we took over the streets of NYC with our Bomb Pop-Mobile. Together with TikTok creator @Dahlia.raz, we celebrated different passions, gave away limited edition swag and, of course, enjoyed tasty Bomb Pops.
We reinvented the organic TikTok channel to make it personal for tween — showcasing their likes and interests, tapping into culture & trends, and inspiring them to try something new.