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how do you reignite the popularity of a chocolate brand on social with a looming ban on paid advertising, and next to no presence on the channels? you grow by winning every day, through content tailored to the interest graph.
when paid advertising is no longer possible
with a looming government ban on advertising products with high sugar, fat and salt content, Maltesers were faced with a massive challenge: reignite the popularity of a once-loved chocolate brand on social, starting from a position of almost no presence on Instagram or TikTok.
winning every day with next-gen customers
we knew that to leverage the algorithm on TikTok we needed to create content from the brand that would speak to universal insights, delivered in a style that gen z were actually going to watch. so we created the little treats hq, a content vehicle that could allow us to deliver Maltesers trademark comedic style from the perspective of our little treats admins. these admins had one job, and one job only: to deliver compensation for all of the many things that go wrong in a world that was truly never designed for women. admins included our in-house creators, collaborations with influencers and even communities; allowing for genuine co-creation between them and our audience.
delivering little treats
the first month of this social launch was a huge success, driving over 300,000 organic views and achieving an average engagement rate of over 14%. it’s fair to say that the community is building fast and they are here for the unhinged content.
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