Our innovative Tweet When U Eat campaign leveraged the power of 14 video bloggers (Vloggers) to create branded content with Krave at the heart. Each Vlogger was set their own unique ‘Krave Challenge’ that encouraged them to eat Krave in a fun way, personalized to their talents and interests. Vloggers were encouraged to ‘unbox’ and take on their challenge, creating super sharable video content with Krave at the heart. They ‘tagged’ the next Vlogger to take the challenge and signposted teens to visit the Krave Twitter account to take part in daily challenges to win prizes all summer long.

Along with in-store activity, activity contributed to a 32% sales uplift.

Great content fuelled engagement and desire to participate drove sales.

Activity delivered record levels of ‘Sensing’ for the brand: +/-25% (part of the Hall & Partners brand tracking, ‘Sensing’ represents the number of people who’ve heard about the brand). It generated overwhelming positive sentiment, teen participation and unprecedented sharing:

- 7.5 million video views

- 400,000 positive ratings and comments from teens

- 42,000 Twitter competition entries

- Over 10 million social impressions

- Thousands of organic pieces of UGC from teens: Tumblr GIFs, fan art and parody video