The Objective
Mirinda MIX-IT is a symbol of creativity, its flavors stimulating consumers to be creative and express themselves by challenging the mundane repetitivness of everyday life. With the goal of transforming TikTok users into branded content creators and triggering long-term impact by attracting brand followers and building a community, Mirinda turned to TikTok's marquee solution, Branded Hashtag Challenge, matched with a creative Branded Effect.
The solution
Whether it’s wearing mismatched sneakers, flexing their fresh two-color hairstyle, or mixing up dressing styles or music genres, Mirinda's target consumers are always mixing up their world in search of new ways to showcase their personalities. That's how the Mirinda #MixUpYourSummer was created, aiming to inspire TikTok users and encourage them to mix what they like and give them different reasons to showcase their creative expression.
But Mirinda wanted to add a little bit of spice and excitement to the campaign, so it created a Branded Effect that was activated by a simple hand motion. The brand also added a bonus to incentivize users, who by showing their summer mix transformations could win a guest appearance in the new Mario Fresh music video. Mirinda created an original song for the challenge which was inspired by Mirinda MIX-IT.
The Results
All of the hard work paid off and Mirinda's #MixUpYourSummer Branded Hashtag Challenge campaign was a staggering success with over 123 million video views of the hashtag and a 10% engagement rate. Additionally, TikTok users created more than 6,300 unique user-generated videos using Mirinda's original song.
