Chupa Chups on TikTok: communicate on the networks where its customers
Originally aimed at children, the Chupa Chups brand has now broadened its target. In general, its clientele is now essentially made up of young people. To increase its notoriety among teenagers, the subsidiary of the Perfetti Van Melle group has launched a challenge on TikTok.
We can't say it enough: communicate where your customers are
Essential, the communicate allows a company to make your products known or services and strengthen its brand image. To communicate well, it is necessary to define your target. Then, it is necessary toidentify the communication channels and to exploit them on social media.
The example of Chupa Chups on TikTok illustrates perfectly this communication strategy. The famous lollipop brand has indeed set up a social media strategy to better reach young people.
In France, 38% of 16 to 25 year olds spend 3 to 5 hours a day on social networks. This is what a study published in 2021 reveals. It also indicates that TikTok has seen its popularity increase in the country among this category of population. It is thus natural that the history of Chupa Chups in the digital era goes through this video sharing application.
It is important to know that it has 14.9 million monthly active users in France and 1 billion worldwide.
On April 9, 2021, the challenge #ChupaChupsEffect was launched on TikTok. The users of the social network had to use a lollipop of the candy brand as a magic wand to transform their environment to their liking. This original challenge was an opportunity for the tiktokers to rediscover their childlike spirit and express their creativity.
Their videos can be viewed using the hashtag #ChupaChupsEffect.
Chupa Chups on TikTok: a successful campaign
The challenge #ChupaChupsEffect was the The first communication campaign of Chupa Chups on TikTok. To implement it, the company took advantage of theassistance from the digital experience agency Isobar and that of themedia agency specializing in customer experience, dentsu X. This campaign aimed to enable the candy brand to gain awareness among young people through fun content.
To maximize the visibility of the challenge launched by Chupa Chups on TikTok, Isobar solicited 5 influencers present on social media. In addition, the agency has designed a music in line with the codes of TikTok. At the end of the campaign, the videos that stood out for their originality were chosen by the influencers. Their authors received as reward a Chupa Chups lollipop wheel collector.
Thanks to this campaign, the candy brand was able to benefit from benefits of social media. These channels are nowadays essential in a digital communication strategy. Indeed, they allow companies, whatever their size, toincrease their audience and Boost their visibility.
In addition, they promote the creation of a link of proximity with both customers and prospects, and at a lower cost. The knowledge of the targets being thus improved, it becomes possible to determine their needs and to answer them exactly.
You can promote your brand on different social networks (Facebook, Instagram, Twitter, TikTok, LinkedIn, etc.).). Each of them has its own particularities. To choose a channel, it is advisable to take into account several criteria, in particular the activity of your company and the target audience.