The Problem
In 2021, Blue Diamond Almond Breeze launched its own TikTok channel. Breaking into a new social platform – especially for a brand – can be a daunting feat. Determining what content to post and encouraging users to follow and engage takes patience and focus, but even more challenging is reaching a target audience of younger consumers with brand-focused content.
Our Solution
To show TikTok-ers that Almond Breeze is not just another brand blandly promoting its product on social media, Access commissioned an original musical for the brand’s TikTok launch. Breeze High: The Musical, composed by Disney composer John Glaudini, told the story of the fan-favorite Almond Breeze Almondmilk Blended with Real Bananas narrated by macro influencer and recording artist, Jax. The call to action for the musical was announced on Almond Breeze’s, Jax’s and four musically-focused TikTok influencers’ channels with a call to action for viewers to “audition” to be a part of the final musical. Each partner posted an announcement sharing the news of the auditions, with follow-up content displaying how to audition. Access also conducted media outreach to select consumer and trade outlets detailing the brand’s original, interactive musical and TikTok debut.
Results & Impact
Influencer content resulted in 10MM impressions across 22 pieces of content with a total of 5.3MM+ views and an average engagement rate of 1.6%. Influencer content spurred more than 3.5K consumers to “audition” for the final musical.
