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Guac & Roll
Northgate set out to dominate the 2023 Viral Guac Challenge on TikTok and Instagram, seizing the opportunity to capitalize on the trend while it was still viral. This campaign was a bold, strategic push to harness the power of a viral moment and engage audiences on platforms where real-time interaction fuels impact. Northgate's objective was clear: to position itself as the leader of the challenge, boost its social media presence, and spark massive consumer participation.
Assignment:
To swiftly execute a media plan designed to leverage the 2023 Viral Guac Challenge while it was still trending on TikTok and Instagram. Utilizing proprietary data to guide our efforts, we encouraged users to join the challenge with the hashtags #NorthgateGuacDunk.
Our goal was to amplify these influencer campaigns and turn social engagement into real-world action, driving users to actively engage with the challenge while increasing in-store foot traffic and solidifying Northgate's presence in the viral trend.
Bold Flavors, Bolder Strategy
With just one week to execute, we collaborated with influencers, created interactive content, and encouraged user-generated videos to lead the challenge and build a strong social media presence that both increased brand visibility and drove consumer participation.
To maximize our impact in the limited time frame, our team promoted 4 videos from 2 top influencers Mr. Biggs and Lovely Eve across both platforms, ensuring we effectively grew the Northgate Market community in a matter of days.
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This success positioned Northgate as the clear leader in the viral trend, paving the way for continued ownership of the challenge in the future. The campaign also drove significant growth in TikTok and Instagram followers, further strengthening Northgate's social media presence and influence.
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