How we sprinkled pizzazz into tradition with a creator and brand collab so perfect, viewers called it a “partnership made in heaven” – between Nick White and Yoplait.
Think sprinkling some pizzazz into tradition. When you’re launching a new product into market (*especially for a brand that already boasts long-standing public adoration), you can’t rely on the same marketing techniques that thrived sixty years ago.
Influencer campaigns are this generation’s print ads; TikTok creators are the journalists. And Sticki?
We’re what ties it all together for optimal broadcasting to the masses.
As well-loved as Yoplait might already be, it’s never easy getting people to try something new.
We needed to convince 300,000 yoghurt eating Aussies that they should try a protein boost with the Yoplait Protein range – a delicious new alternative ready for checkout at Woolworths.
But beyond driving traffic and transactions through Woolies, we had a secondary objective of reframing people’s perception of the household name Yoplait into a “modern” brand.
Meet Carli. Or Nick White. Or the Aussie influencer that’s taken the comedy side of TikTok by storm with his hilarious yet endearing personas beloved by 526K followers.
Per the creator information available in our Sticki Discovery Tool, we also found that Nick boasted one of the highest index scores we’ve ever seen – 100 (out of 100).
You literally can’t get any better than that.
The score combines metrics like engagement rate, growth rate, average likes, comments, shares, and more. And it’s this numerical value which then advises us on the viability and likely success of a creator’s content.
See what else our tech stack can reveal about your prospective influencer partners here.
What are the content types that Nick frequently shares, and what is it about his videos that local audiences know, love, remember, and demand more of?
tldr; it’s his personas…
Of that dull co-worker, that cheeky mum at school pick-ups, that terrifying receptionist at your doctor’s office, that European guy at your hostel, and heaps more.
By incorporating Carli aka. Nick’s dull co-worker persona into our content briefs for Yoplait, we utilised a character that’s really native to his audience for enhanced community involvement.
And just taking a look at some viewer comments, it’s clear Carli smashed it out the park.
“I’m so proud of Carli for getting paid partnerships like this! 👏 What was probably a joke character has now become a national icon and we all love her so much!”
“This is the cutest ad I’ve ever seen.”
“This is my favourite brand collab I’ve ever seen.”
“Finally the paid partnership that we ALL wanted 🙌”
“Hahahahahahahaha what an amazing ad. I hate this yoghurt but I need it now.”
See more comments and the live video here.
Many even called this a “partnership made in heaven” and we have the stats to confirm this.
It’s not just about the creator though. Content matters as well, and Nick’s video effectively delivered many of the six content pillars that every good piece of UGC should strive to have.
This single video about yoghurt consumption at work was somehow 1) Entertaining, 2) Relatable, 3) Useful and 4) Timely all at once – being the epitome of content that sticks.
Through the powers of Nick and other influencer partners in this campaign, our experts helped Yoplait generate over 1.2 million views (and counting…) on Instagram alone.
If 2024 is the year your brand plans to transform your online presence with content made to be enjoyed, shared and replayed, we can get you a creator match just as perfect as this one.
Get in touch with us today.
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