CNY is the biggest sales season for Fruity Confectionary with 30% business share across the year and competitors are spending as much as they can for CNY season. Skittles, as the No.2 player in the category, needs to win the CNY sales window while building its own CNY story for the most crowded marketing season.

"AGE the rainbow, taste the rainbow”

We were disrupted with age! Skittles invented a fun way that the young generation is eligible for red pocket again. They will turn older or younger with customized AR filter on Douyin to collect the exclusive Skittles red packet, and they could use the red packet to buy Skittles during CNY period.

The young generation will turn into a kid or elderly version of themselves, with customized AR filters on Douyin(Chinese TikTok). With participation of the AR filter, consumers can collect the exclusive Skittles red packet, and use it to directly purchase Skittles online. Led by celebrity Yangdi, and further amplified by social KOLs, Skittles made the young generation Red Packet Free.

Supported by 8-week brand video and influencer amplification, our AR filter engagement successfully invited target audiences to experience the disruption of age and red packet customs in a unique Skittles way.

Skittles, partnered with Douyin, used AR appearance-changing technology to integrate “Getting older or younger” into the interactive mechanism to make young consumers eligible to get Skittles red pocket!

We invited consumers through paid ads and influencer content to participate the game – with body movement to get a red packet while they will immediately turn younger or older while they get it.

On WeChat, Skittles meets users' demand for personalized CNY stickers. We invited consumers to customize CNY emojis in mini program. We provide consumers with interesting custom emojis of personal (older or younger) faces asking for red pocket.

Meanwhile, to compete with heavy media investment from other brands, we have maintained sufficient media exposure in the key markets with 8-week time covering the whole CNY season. To ensure the communication consistency, we also created a brand video with a disruptive approach to get older/younger to get a red pocket.

- 46% online sales growth compared to 2021 CNY

- Under the influence of the epidemic, Skittles maintained as NO.2 brand player, shorten its share gap with the top brand

- Douyin game have received 750 million + views, 870K game participation and 520K contributions in total

- Over 90 million social media exposures, 180% more than planned, and 1.3 million interactions, 100% more than planned