Feeling It (Season 1) Web Series for Smiling Mind’s Instagram, TikTok and Snapchat
Tasked by the Victorian Government, Smiling Mind needed to reach 50,000 VCE and VCAL students with content and tools that would enhance their mental health well-being during the COVID-19 lockdown.
Using our insights into the values we discovered most important to Gen Z, 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 mentors such as Kira Piru, Olympic Swimmer Mack Horton, and Author Marlee Silva alongside Victorian 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.
Impressions among year 11 and 12 students in Victoria
‘Feel The Flip’
Influencer Marketing Campaign
We were recruited to find the best flipping creators 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.
TikTok Creators Signed
Total Views on the #FeelTheFlip
Combined Followers on TikTok
Remedy Drinks ‘Booch Up’ TikTok Hashtag Challenge 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 organic TikTok creator activity and TikTok Spark Ads we reached well over the expected number of consumers and exceeded the KPIS by over 200%. Yeehaw!
NBCUniversal International Networks Australia
E! Online Social Media Management (TikTok, Instagram Reels and TikTok Live)
NBCUniversal Australia saw an opportunity to connect with a younger audience by launching and building a presence on TikTok for their home of celebrities news, reality television, pop culture and the Kardashians, E! Online Australia and New Zealand.
Using our pop culture expertise knowledge of trends we used E!’s vast archive to give nostalgic celebrity content a new life, as well as find innovative ways to package current E! Programming for a TikTok audience. TikToks have reached viral fame and collectively have viewed well over 50m times, and not to brag, but one was even Duetted by Drew Barrymore.
Most importantly, we helped NBCU launch the E! Tiktok from scratch and grow the account organically to over 110,000 followers in less than a year.
In addition to regular organic content, we’ve also worked with the E! Team to produce vertical livestreams on TikTok – one of which was part of TikTok’s Fashion Hub and featured E! Host Francesca Hung and Christian Wilkins count down their top 10, iconic Y2k red carpet looks from the E! archive.
TikToks with over 1m views
Average Organic Views per TikTok
Average Organic Views per month
'My Data Did It'
Snack Drawer helped Circles.Life come up with a scroll stopping TikTok campaign to help those who can’t seem to… stop scrolling.
We worked with some incredible creators, 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.
Did we forget to mention we worked with Coco Devile and Avneesha?
Change of Preference Social Advertising Creative
Swinburne University Of Technology
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.
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.
Wanderlust Australia’s Influencer Marketing Agency
Wanderlust tasked Snack Drawer Snack Drawer with helping them develop a cutting edge influencer marketing solution to build brand awareness and drive sales of Wanderlust’s events and their range of consciously created supplements, wholefoods and superfoods, and build an always on community of creators who share Wanderlust’s values and ethos when it comes to holistic wellness and mindfulness.
Since we have launched the Karma Community we have worked with creators including @danistevens, @sjanaelise, and @ashleymfreeman and we have surpassed our monthly reach KPIs by over 46%