YouTube influencers in Singapore, the Philippines and Indonesia have been tapped by Italian candy company Ferrero and Singapore-based ad agency Grey Group for its Tic Tac Design Your Pack campaign.
Grey Group – which is leading the Singapore and Indonesia facets of the ongoing eight-week campaign to promote the image of the multi-flavored mints – is targeting 18- to 25-year-old millennials.
Choosing two influencers per country, Grey shot two-and-a-half minute videos of each person as they discussed their life philosophies and their Tic Tac experiences.
“It was a collaborative work between Grey, Tic Tac and influencers,” Linda Avriani, Grey Group digital account manager, told StreamDaily. “The video was mainly focused on the influencers, and there’s no interview script.”
The Indonesia campaign features fashion blogger Diana Rikasari, who boasts an Instagram following of 134,000, and pop duo Endah N Rhesa, whose song “When You Love Someone” has tabulated 282,000 YouTube views.
Both videos launched in January – Endah N Rhesa’s two weeks later than Rikasari’s – and as of Feb. 3 had registered 35,815 and 48,221 views, respectively.
Avriani says the goal was to shift millennial perceptions of Tic Tac “from a nostalgic brand to a cool brand,” adding that reception to the just-ended Singapore campaign from the creative community has thus far been positive.
The videos were made available on Facebook and YouTube, with the app available on Facebook only.