How f’real foods Partnered with Mavrck to Activate Gen Z TikTok Creators to Increase Engagement & Sales Lift

The Challenge

Increase f’real Brand Awareness and Amplify Brand Engagement Among Its Target Gen Z Audience

f’real started producing its own relevant and engaging branded content on TikTok in-house after observing that one of the platform’s organic trends, #frealmilkshake, was taking over the “For You” Page. TikTok quickly emerged as a testing ground to increase awareness among the brand’s target Gen Z demographic.

f’real leaned into its initial organic traction on TikTok and partnered with Mavrck to better understand the influencer marketing potential behind the rapidly growing, short-form video platform and its expanding Gen Z audience. Knowing that Gen Z despises ads and with the understanding that trends on TikTok happen moment-by-moment, f’real wanted to engage TikTok’s high-energy, self-expressing Creators to further drive brand awareness through #freal moments that matter.

By allowing Creators to express their own authentic styles and creativity, f’real also aimed to differentiate from other brands on the platform that used strict content guidelines, prescribed themes, and challenges.

The Idea

f’real engaged Mavrck’s strategic services and extensive influencer platform capabilities to execute a series of TikTok campaigns to reach their target Gen Z demographic, who comprise 69% of TikTok users.

A deep dive into Gen Z was conducted in order to align future f’real TikTok content with their values. A new study by JWT Intelligence has stated that Gen Z is skeptical, independent, wary of deceptive marketing, does research before making a purchase, and prioritizes brand values.

With this understanding and to maximize brand awareness, f’real wanted to integrate the brand as seamlessly with TikTok’s feed and algorithm. Mavrck leaned strategically on TikTok’s Creator Marketplace to identify verified and popular Creators (range 200k – 7M followers) across topics who were trending among TikTok’s core Gen Z user base.

Encouraged to tap into TikTok’s trending meme content, life hacks, challenges, sounds, and topics at the moment of content creation, f’real then directed and activated Creators to capture a #freal moment in fun and unexpected ways.

The Activation

In Q4 2019, activating 39 verified and popular Creators on TikTok resulted in 21.4M impressions, 7.8M engagements (420% above Mavrck’s TikTok campaign benchmarks), 36.45% average engagement rate (58% above Mavrck’s TikTok Creator benchmarks), and $0.82 average CPM (35% less, compared to $1.27 CPM for f’real’s paid social ads from 2019).

Among the highlights, three videos in this campaign reached viral-levels of reach and engagement, each video garnering over 1.5M likes. The campaign also resulted in the verification of @therealfreal TikTok account and coverage of the campaign in Business Insider.

Paired with the brand’s organic TikTok social strategy, a recent Usage Study conducted by Seurat Group indicated that the largest growth in sales for f’real in 2019 consisted of 13-17 year-old consumers. Awareness amongst 13-17 year-olds has increased 6 percentage points from the previous Usage Study from 2017; a direct impact from the efforts made through TikTok.

Most importantly, since the brand’s TikTok was created, there has been a staggering lift in unit sales. After a sales decline in the first half of 2019, beginning in June f’real has seen a staggering uptick in sales velocity averaging a 7.1% lift per month.

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How f’real foods Partnered with Mavrck to Activate Gen Z TikTok Creators to Increase Engagement & Sales Lift