The Challenge
Kernel Season’s® Brand was looking to spice things up for popcorn consumers and they came straight to the Hangar to get it done! We were tasked with leveraging a variety of social media content and a paid social media campaign to drive awareness of the Kernel Season’s® brand, and support participation in a dance contest.
The Solution
The #MakeEveryMomentPop Dance Contest was divided into three phases; Warm Up to drive interest in the upcoming contest, Entry to drive action on the microsite and Voting to support participation on the microsite. TikTok influencers Cost ‘n Mayor created an instructional & final dance video, which was published & promoted across both the @CostnMayor pages & @KernelSeasons social media pages. Promoted content & unpublished ads were served across Facebook & Instagram, and TikTok throughout the duration of the program to support microsite traffic.
The Results
Hangar12’s TikTok program generated:
- Over 40 million impressions
- Over 20 million engagements
- 260,000 click throughs to the microsite
- $4.50 CPM
- 12% Estimated Ad Recall Lift Rate
All contributing to a significant sales increase year over year for the brand.
This program encouraged delicious snacking while shaking up the entire popcorn category and delivering strong results across the board.
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