Whether it’s long hours studying, staying up to play the latest big Games release or just trying to juggle modern life - real people are looking for real energy for real moments. Suntory Beverage & Food GB&I tasked THINKHOUSE with creating a disruptive launch activation that would help all energy-seekers across the UK to pick up a Lucozade Alert - the newest member of the portfolio, designed to meet people’s everyday energy needs.
BIG ENERGY CREATIVE APPROACH
In a rapidly growing category, it was essential for this new and strategically important member of the Lucozade portfolio to land loud in culture. From our research and insights, the team quickly identified the fast-growing, energetic upstart platform of TikTok as the campaign’s unique cultural playground. Working in partnership with TikTok and Suntory Beverage & Food GB&I, THINKHOUSE set about landing the brand in culture.
Lynsey Paisley, Head of Integrated Creative Strategy, THINKHOUSE said; “The Alert brand platform is focused on boosting mental energy and staying sharp, and so we identified creative cultural spaces which would allow us to activate in a bold but playful way at scale.…”
The rise in interest in online quizzes and word games (anyone for Wordle or Nerdle?) proved a rich, playful and highly relevant territory, ideal for Lucozade Alert to activate its new drink with the ‘Get Sharp TikTok Quiz’. The look and feel of this activity took energy and inspiration from the Tiktok platform itself - bold, dynamic and playful with pacy edits and a more everyday, realistic video style.
To land big in culture, two of the UK’s most popular content creators, Eden Harvz (2.9 million followers) and Cole Anderson James (1.2 million followers) were brought on board. Using 5 rapid-fire questions (made specifically to fit TikTok’s extended 60-second video format) the campaign tested the alertness of the nation. For wider engagement and amplification, TikTok users were prompted to share their results in the comments. The competition was hot and trended across all quiz rounds on the brand page, driving huge engagement and positive audience sentiment.
SUCCESS? DON’T MAKE ADS, MAKE TIKTOKS
“TikTok’s golden rule and mantra has always been “don’t make ads make TikToks”. This is always how we’ve approached our work on this platform…We executed it all with a creative and media strategy that worked hand in hand and the campaign outperformed all expectations,” said Donagh Humphreys, Head of Social & Digital Innovation, THINKHOUSE.
The campaign’s content has been viewed 44 million times with over 250k engagements and an overall 510% increase in profile following. The campaign finished up at the end of March 2022.
“By rooting the idea in TikTok culture and working in partnership with iconic TikTok stars - this fame-driving TikTok campaign demonstrates how powerful it is when youth insights combine with new social media formats and Creators to land a new brand in culture,” said Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I.
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