"Not One Thing" Case Study
What makes Tweens special is their refusal to pick a single lane—they experiment with different outlets of self expression, identity, and interests—and this trait spills over into how they interact on digital channels. Our goal was to make Bomb Pop synonymous with Tween culture by putting the brand at the center of their universe, with content that celebrated them for all that they are—Not One Thing.
A multitude of creative units surrounded Tweens and injected our spirit of fun, optimism, and visual delight through metaphorical mashups. These units were deployed through videos, social GIFs, memes, TikTok, SoundCloud, and Twitch—an array of platforms as diverse as our audience’s interests. By meeting Tweens where they consume media and providing them with true brand experiences, we tapped into and ignited their own multidimensionality, and engaged with this younger audience on a whole new level.
We crafted a fully-integrated digital campaign called Not One Thing that lived up to its title in every aspect, all the way down to our media plan. Our content pushed creative boundaries and brought a unique world of mashups to life across key Tween channels, including TikTok, Twitch, SoundCloud, Instagram, Snapchat, Twitter, Facebook, Pinterest, and YouTube. Our campaign invited Tweens to delight in impossible combinations (both IRL and with frozen treats) and introduced them to a world created by mashup culture, infinite possibilities, and the idea that anything goes.
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 23.86 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).
Bomb Pop - Not One Thing
increase in household penetration
increase in retail sales
TikTok video views during the six-day contest
Jeremy Hrynewycz, Senior Brand Manager, Bomb Pop