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TikTok has change into Ocean Spray’s go-to social media platform because the cranberry juice model seems to organically increase model consciousness with Gen Z. To take action, the 110-year-old beverage model is investing in influencer advertising and marketing — particularly YouTube star JoJo Siwa.
The advert depicts Siwa dancing whereas singing the tune because the cranberry sauce is wiggling. With the assistance of Siwa, Ocean Spray is making a TikTok duet utilizing its new tune created by Mack Goudy Jr. of the legendary digital dance group: The Detroit Grand Pubahs, “Wiggle, Wiggle, Jiggle, Jiggle” by means of TikTok and Instagram reels.
Consequently, TikTok customers can now create their very own model of the video together with the model’s jingle. Moreover, Ocean Spray advertisements that includes Siwa will seem on broadcast TV advertisements throughout the vacation season. The monetary settlement between Ocean Spray and Siwa was not made obtainable.
Ocean Spray is not any stranger to taking off on TikTok — gaining fame after Nathan Apodaca was skating to Fleetwood Mac and secured a model deal. Ocean Spray can also be utilizing one other technique manufacturers have tried on TikTok: making unique music for the platform as a way to go viral.
“With a newfound appreciation and deeper understanding of the model, we discovered Gen Z starting to relinquish earlier perceptions of Ocean Spray as one thing solely their mother and father drank or that their household ate at Thanksgiving,” mentioned Dan Hamilton, head of selling at Ocean Spray Cranberries, Inc.
For a lot of manufacturers, Ocean Spray’s model take care of TikTok star Apodaca set the usual for viral moments on TikTok — that many have chased — and failed to duplicate, based on earlier Digiday reporting. Ocean Spray’s dedication to TikTok exhibits its eagerness to succeed in Gen Z, which uses the short form video app greater than every other social platform.
It’s unclear how a lot of Ocean Spray’s promoting funds is allotted to this marketing campaign as Hamilton declined to share funds specifics. In line with Pathmatics information, the model spent a bit of over $8.6 million to this point on promoting in 2022. Hamilton famous that the marketing campaign advert spend is about 30% social, and 45% video and the rest towards customized partnerships.
When Ocean Spray bought to know Siwa, the model execs discovered that she enjoys Ocean Spray Cranberry Sauce and eats it year-round. Her fan base of over 44 million TikTok followers additionally helped. “We wished somebody who, just like the cranberry, additionally introduced the occasion and would have enjoyable dancing and wiggling with our cranberry sauce,” mentioned Hamilton.
This isn’t the primary time Ocean Spray experimented with social media for a vacation marketing campaign. In 2021, the model partnered with Heinz to advertise “Cravy,” a gravy-cranberry sauce hybrid, on April Idiot’s Day. A tweet asking if followers can be occupied with combining the 2 manufacturers gained over 150,000 replies. “It was a easy social ballot and really buzzy,” mentioned Hamilton. “This 12 months, we’re paying homage to the facility of our iconic jellied cranberry sauce with this marketing campaign, Energy Your Holidays.” Along with Ocean Spray utilizing social media to gather information, the model makes use of it as a way of interplay with its prospects.
Manufacturers are more likely to embrace TikTok’s new video ad format forward of this 12 months’s busy holiday shopping season, which begins on Black Friday and ends on Christmas Day.
“The TV advert undoubtedly bought consideration and it’s humorous, it’s odd, and it’s extremely catchy,” mentioned Amy Laskin, affiliate accomplice at Prophet, a development technique consulting agency. “It’s additionally a extremely good transfer as a result of Ocean Spray has embraced the inherent silliness of its iconic jelly and rolling out the TikTok video on the similar time is an effective way to take the talked-about advert to their channel and construct on the momentum of the business.”
To foster extra model consciousness with this subsequent era, Ocean Spray hopes to extend its social engagement and followers to domesticate future model fans. “We’ll proceed to have enjoyable with social actions and regardless of the future may be of duets and methods to work together with the cranberry in digital,” mentioned Hamilton.
