Smiling Mind

Feeling It Season 1

Tasked by the Victorian Goverment, Smiling Mind needed to reach 50,000 VCE and VCAL students with content and tools to support their mental health during the covid-19 lockdown.

Using our insights into the values we discovered most important to youth, we created a series for TikTok that examines and discusses some of the most onerous aspects of being a teenager. As if coming of age isn't hard enough, imagine trying to do it during a pandemic. 

With both mentors and students contributing and hosted by Jasminetxo, Feeling It was incredibly successful at integrating into TikTok's natural style and its content. Snack Drawer helped Smiling Mind with a thoughtful marketing strategy, and a killer visual identity, to reach its target audience in a meaningful way. 

web-casestudy-border.png

Netflix Inc.

frame-phone.png
Netflix's TikTok Launch

Netflix came to us wanting to carve out an Australian audience for its international Tiktok page - mission accepted.

Native Australian Netflix content is growing each year. So Snack Drawer spent hours watching Netflix (tough gig right?), to find the best Aussie flavour to create a series of TikToks that targeted Australian consumers.  

 

Topical videos with meme value, and relatable Australian content hosted by Australian influences, enhanced Netflix's brand messaging.

Koala

‘Feel The Flip’ Campaign

We were recruited to find the best flipping influencers on TikTok to spread the #FeelTheFlip message and feature in Koala’s one day TikTok takeover ad.

We helped Koala with their first ever TikTok campaign #FeelTheFlip, featuring creators with a combined 9m followers including Dylan Pawson, Aimee Massie, Kooking with a Koori and Olympic Gold Medalist Logan Martin.

 

The creators each executed a perfect flip, channeling the satisfaction experienced in Koala’s double-sided comfort layer Flippable Kloudcell Comfort.

Results:

11 - TikTok Creators 

9.2m - Combined Followers on TikTok 

3.2m Total Views on the #FeelTheFlip

frame-phone.png
 
 
 

Remedy Drinks

frame-phone.png
'Booch Up' Campaign

Remedy asked Snack Drawer to help them reach new health aware Gen Z audiences with their Kombucha brand in Australia and other key global markets such as New Zealand and Canada.

So, using a combination of organise influencer activity with three creators to drive awareness, and paid media to drive traffic, we reached well over the expected number of consumers and exceeded the KPIS by over 200%. Yeehaw!

Results:

11 - TikTok Creators 

10.4m - Hashtag views 

$0.99 - CPM

NBCUniversal International Networks Australia

E! TikTok Launch

With localised media properties being key for brands in Australia, NBCU was interested in exploring how they could grow their localized version of E! Enter Snack Drawer.

Using topical archival and current content, Snack Drawer assisted E! in building a digital platform that was able to reach an Australian and global market. Did someone say 105.7k followers?

frame-phone.png

Circles.Life

frame-phone.png
'My Data Did It'

Snack Drawer helped Circles.Life come up with a scroll stopping campaign to help those who can’t seem to… stop scrolling.

We worked with some incredible influencers, Coco Devile… Avneesha

(I know, we were starstruck too) to come up with a series of satirical videos that showed just how obsessed Circles.Life is with their customers.

Results:

7& av engagement rate 

1m total TikTok Views 

12 TikToks created

Swinburne University Of Technology

Change of Preference

Swinburne University wanted to target students on TikTok to let them know about the work integrated learning opportunities available at Swinburne, and encourage recent high school graduates to change to Swinburne during the Change of Preference period.

web-casestudy-border.png

The Change of Preference period is all about exploring alternate pathways, so we tapped into the viral TikTok ‘Choose Your Character’ trend and gave it deeper meaning within the context of a University. The concept was fun and created specifically for the platform, we even shot it on a phone.

Normal

frame-phone.png
The Quickie

Normal is an Australian premium sex toy brand that can’t directly promote its products on TikTok so they came to Snack Drawer for a solution.

Together we created a TikTok series called "The Quickie"! Cause who doesn’t love a quickie?


The Quickie involves short educational videos that talk about all things sex and pleasure. The videos feature different hosts having conversations around sex and educational videos where lesser-known sex questions are answered. We even have sex history visual stories.  By taking an educational approach, Normal was able to position itself as a brand that offers added value to its range of… spicy products.

Wanderlust

Wanderlust's TikTok Launch

Wanderlust came to Snack Drawer wanting a fresh approach to brand strategy.

Snack Drawer's answer was to use influencer marketing. Influencer marketing is a sure-fire way to earn trust among consumers and broaden your customer base. 

 

Snack Drawer reached out to relevant and powerful influencers who aligned with the Wanderlust philosophy, producing honest appraisals of the brand’s effectiveness.

frame-phone.png