Tic Tac (@tictac) wanted to use the the launch of the hit movie ‘Minions’ to showcase its unique brand personality to a wider audience. In particular it wanted to target millennials and grow its followers among this audience.
To spark the imagination of potential new followers on Twitter, @tictac used Image Cards to create a fun and colourful campaign, which captured the magic and fun characteristics of the brand. At the same time it ran Promoted Accounts activity to maximise its follower base as the campaign progressed. During the campaign, creative content was divided in two parts. First, the brand shared pictures of everyday situations that combined Tic Tacs and cheerful doodles. Secondly, @tictac promoted Tweets that related to limited-edition packs of Minions Tic Tacs.
To ensure the pictures were highly shareable, @tictac used storytelling to create a real-time narrative on Twitter. This allowed it to really entertain its audience, both old and new, and drive engagement. It also made sure that Tic Tacs were always at the heart of every image, which allowed it to maximise brand exposure.
It targeted millennials globally, using @username targeting to reach those following the accounts of major cultural icons such as @ladygaga and @KimKardashian, and keyword targeting to drive engagement among young adults interested in pop culture.