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CHALLENGE & Objective
J2O, the UK’s number one adult soft drink, was launching a new range of Ready To Drink mocktails (alcohol-free cocktails).
The brand was looking to expand its appeal into ever more occasions, at a time when non-alcoholic options are continuing to gain relevance and sales.
But as a brand associated with families, they wanted to drive visibility amongst Gen Z students. And with their new “mocko’s” positioned as premium, or ‘posh’, soft drinks for social occasions, they needed creators to bring their, ‘They’re well posh’ creative platform to life on TikTok.
Strategy
Background:
'They're Well Posh' serves as the mocktail range's tongue-in-cheek creative platform, embodying a premium product line with a playful attitude. It breaks (alcohol-free cocktails) category norms by using humour to make the brand more relevant to a young adult audience.
Context:
We know that Gen Z and Zillennials love to poke fun at the elitist lifestyle of the posh on social media, so we wanted to see where on the scale new mocko’s would rank.
Cultural instinct:
The thing about poshness is that no one ever thinks they are that posh. If ‘beauty is in the eye of the beholder’ then the opposite is true when identifying poshness. It’s seen quicker by others than it is the person in question.
Creative Idea: A Posh Perspective
Everyone’s understanding of what makes something posh varies, so we wanted to see how two types of creators would interpret a brief to poke fun at being posh. We sought out:
Actual posh creators known for their luxury lifestyle content or privileged upbringings.
Non-posh, everyday creators.
Through their lenses we’d get a wider range of posh-poking content, relevant to more audiences.
Execution
The Importance of Creator Selection.
We worked with two cohorts of creators: the posh & the normies. The posh and normie creators were true representations of their categories and all had a View Engagement Rate of 6% or above i.e. those with above-average content that elicits likes, shares, comments.
And why two different cohorts? We approached them with different briefs that ensured their takes on the idea of what’s posh resulted in different flavours of posh in the content.
Comedic Gold.
Viewers want to be entertained and our creators did just that through their unique and funny videos.
From @joshberrycomedy, one of the posh creators, delivering joke-a-second send ups of posh stereotypes. To @george_olney hilariously imitating poshos, their mannerisms and the things they say.
Then there was the normie take from @hollyandbrookearehooked who made the mocktails a feature of one of their over the top British Soap Opera sketches. And @kyronhamilton’s energetic rendition of a barman serving up and being seduced by a J2O Mocko.
The results were consistently funny and organically featured the product to maintain audience engagement and enhance brand recall.
Is this an Ad?
Every piece of content was authentic to the creators’ natural content style and tone of voice. This was vindicated in the average watch time, which was 10 seconds or higher for each creator (an amazing achievement!)
To reach broad swathes of our young audience, we seeped the content throughout TikTok with paid-for amplification of the content.
Results
From just six creators creating one TikTok each, we successfully poured J2O Mocktails into the social currents of TikTok with outstanding results.
+11.7% Unaided Awareness
72.9% Brand Recall (vs 64.9% benchmark)
+9.6% Brand Favorability (vs 2.7% benchmark)
Achieved from:
15.4 M Views
14.9M (Paid) Impressions
201.5k Engagements
1028 Days Total Watch Time
8.5% Organic Average View Engagement Rate vs 7% TikTok benchmark
Even the lower end of the funnel was moved:
+14.1% Purchase Intent (vs +4.5% benchmark)
+13.6% Recommendation (vs +5.1% benchmark)
Overall the creator campaign contributed, as part of a wider integrated campaign, to the second highest period for sales of the Mocktails since the product line launched
i.e. 21% growth compared to the pre-campaign period and maintaining that healthy level since!
Audience Appreciation
🗨️ “Best ad I’ve ever seen. Really need to down this now.”
🗨️ “Ads like this 🤌🤌🤌🤌🤌🤌🤌 love it!!!”
🗨️ “I’m getting me some j20 mocktails tomorr!!!”
🗨️ “Now this, this right here, is how you make an advert.”
🗨️ “very clever marketing idea”
🗨️ “I see this ad more than my family”
🗨️ “From one povvo to another, this really cracked me up while I was gobbing through a pot noodle with a packet of space raiders 😝”
🗨️ “gt your cut from j2o shabs! they ain't gonna top this AD 😂 all the povvos gonna go try and be a posho”
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