Arnott's is a leading Australian snack food brand and producer of quintessentially Aussie biscuits, including the beloved Shapes line of savoury snacking crackers.
Arnott's turned to TikTok to drive engagement with young adults and further embed its brand within Australia's youth culture - tapping into beauty, sports, gaming, and everything in between. TikTok's signature Branded Hashtag Challenge format allowed them to do just that. With this campaign, Arnott's became the first snack brand to run a Branded Hashtag Challenge in Australasia.
The Shapes Branded Hashtag Challenge revived an iconic "Flavour You Can See" slogan from a previously retired run of well-known TV commercials, in which the camera would zoom into an Arnott's Shapes cracker to reveal true-to-life flavour. Mimicking this format, the Branded Hashtag Challenge centered on the simple call-to-action of zooming into a Shapes cracker and then using TikTok's Green Screen or Freeze Frame feature to turn the cracker into a backdrop. The TikTok community was then invited to add their own creative interpretations of the slogan to show off their skills.
Arnott's partnered with Aussie TikTok creators to set the campaign in motion, with each creator interpreting the challenge through the lens of their own skills and passions: from dancing to springboard diving to soccer ball tricks.
The #FlavourYouCan Hashtag Challenge made a splash by launching with a Topview placement to put the challenge front and centre when users opened the app. This was supported for an additional two weeks with Brand Premium In-Feed Ads using the official creator content and driving users to the #FlavourYouCan challenge page. Participation in the challenge was incentivized with the chance for the best submission to win a year's supply of Shapes.
The #FlavourYouCan campaign paved the way for the Australian snack landscape, with over 25.1 million impressions and 12.2 million video views. Over 750 original video creations were submitted, of which over 50% used the official music and hashtag, providing a high level of relevancy and brand engagement. Creativity of the user-generated content took many turns, from following the brief ("flavour you can make art out of") to discussing favourite Shapes flavours, to crafting Shapes into snack spaceships.