Bomb Pop – Not One Thing
We crafted a fully-integrated digital campaign called Not One Thing that lives up to its title in every aspect, all the way down to our media plan. Our content pushes creative boundaries and brings the creative world of mashup culture to life across key Tween channels, including TikTok, Snapchat, Twitch, YouTube, Instagram, and Facebook. Our campaign invites Tweens to delight in impossible combinations (both IRL and with frozen treats) that happen when nobody is forced to choose a lane. We’re helping them ignite their own creativity within a world created by mashup culture, infinite possibilities, and the idea that anything goes.
In our 2020 campaign, Bomb Pop demolished stereotypical approaches and spoke to Tweens as they truly are—celebrating their interests, passions, and identities. Tweens embraced Not One Thing, resulting in a Top Hashtag Challenge of 2020 on TikTok and a 24 percent lift in brand awareness on YouTube. Tween reactions also drove strong sales with Bomb Pop’s household penetration growing 39 percent and retail sales growing 43 percent versus the prior year period. The TikTok Hashtag Challenge sparked tremendous creativity from our Tween target with 2.3 million video creations and 4.1 billion video views during the six-day contest. The #NotOneThing hashtag challenge led to a 35 percent lift in ad recall (317 percent above benchmark).
This year’s campaign launched in May 2021. Check back soon to see our results!
Jeremy Hrynewycz, Senior Brand Manager, Bomb Pop