Bugles wanted to start building the same loyalty and brand-love they get from older generations, with Gen Z in KSA. Socialize figured the best way to tap into this new audience was with a new approach to content, one that only they could understand.
Engaging the interest of Zoomers is a challenge; they’re too savvy to care about traditional marketing messages and they see right through ads and plugs from influencers. So how do Bugles - a one-of-a-kind snack actually reach these guys? By staying true to the brand identity - by being playful and surprising. The campaign simply started with that.
We created a TikTok-first hero video packed with deep-fried memes, random visuals that changed every second, and a new dance move set to infectious music. With 81% of TikTok users browsing the platform with sound on, it was essential to have a unique soundtrack for the campaign. The brand utilized one of Socialize’s new in-house offerings, Socialize Sounds, to create the original song: Crunch Time.
The campaign has been featured on Campaign Magazine:
https://campaignme.com/socialize-and-bugles-team-up-for-crunch-time/
The TikTok Campaign gathered a total of 1BILLION views! with around 166K videos created using the hashtag.
