Campaign Summary

Nature Valley, facing challenges in brand distinction and market share, launched the ReTok Shop campaign on TikTok during the critical back-to-school season. The innovative campaign leveraged the hashtag #ReTokForNature to reward sustainable actions with free, exclusive back-to-school goods. By partnering with like-minded brands and utilizing a cross-channel approach, Nature Valley successfully engaged parents, drove sales, and significantly improved brand perceptions related to sustainability. The campaign not only achieved its immediate objectives but also captured the attention of generation Z, positioning Nature Valley for future success.

Strategy

Objective

Nature Valley aimed to defend its leadership position in the granola bar market by creating a breakthrough activation that would deliver brand distinction, capture parents' attention, and drive sales during the crucial back-to-school season.

Context

With an 18 percent rise in TikTok usage among parents, Nature Valley identified an opportunity to leverage the platform's hashtag feature as a tool for two-way interaction and a mechanism for promoting sustainable actions.

Target Audience

The campaign targeted parents who prioritize preserving the planet for their children but struggle with the cost and complexity of sustainable living. These parents, while busy and overwhelmed, sought meaningful ways to make sustainable choices.

Creative and Media Strategy

Centered on TikTok, the campaign created the ReTok Shop, a first-of-its-kind shop that rewarded sustainable actions. Users who shared a sustainable act using #ReTokForNature received a promotional code for free, exclusive back-to-school goods from Nature Valley and partner brands.

Execution/Use of Media

The campaign execution included:

• Building the ReTok Shop on TikTok, featuring Nature Valley products and items from partner brands
• Implementing a creator-led content approach on TikTok to boost visibility and engagement
• Extending the campaign to connected TV (CTV), streaming audio, and radio
• Designing a cross-channel experience from shop to surround

The campaign innovatively used the TikTok hashtag as a mechanism for rewarding sustainable actions, a first for the platform.

Business Impact

The campaign achieved significant results:

• Generated 252 million earned impressions
• Inspired 2.1 million consumers to join the #ReTokforNature movement, creating over 6 million pieces of content (3.9 times the benchmark)
• Distributed over 6,000 free back-to-school items to parents
• Drove double-digit lift across key brand perceptions:
• 14 point increase in "Cares about nature"
• 14 point increase in "Rewards sustainable actions"
• Generated over $1.6 million in incremental sales
• Attracted 11 percent of sales from new buyers

The ReTok Shop campaign not only achieved its immediate objectives but also positioned Nature Valley for future success:

• Nature Valley was listed for the first time on Ad Age-Harris Poll's "20 Brands Getting Gen Z Attention."
• The campaign demonstrated an innovative use of social media hashtags as a tool for promoting sustainable actions.
• It established Nature Valley as a brand committed to sustainability, potentially influencing future consumer preferences and industry practices.

The campaign's success in engaging both current parent consumers and the next generation of buyers (generation Z) suggests a long-term positive impact on Nature Valley's market position and brand perception.