Bomb Pop

The Objective

Making Bomb Pop a summer staple

Bomb Pop (@OriginalBombPop) is a frozen treat manufactured by Wells Enterprises. Bomb Pops currently come in nine flavor combinations, including the original red, white and blue Bomb Pop, which features cherry, lime and blue raspberry flavorings. It's a nostalgic treat that has been on the market since 1955 and is largely associated with Fourth of July (Independence Day) holiday celebrations and the summertime season in general.

Bomb Pop, in partnership with its agency GALE, was looking to build excitement during this key tentpole holiday, with the goal of reintroducing the brand to a new generation of consumers.

The Solution

Celebrating individuality with a TikTok Branded Mission

Bomb Pop invited TikTok users to celebrate every part of who they are with the first Branded Mission campaign in the US to bundle Hashtag Challenge and Branded Effect.

Branded Mission brings you closer to communities on TikTok by incentivizing creators to contribute to your campaign, while giving you the power to boost the top-performing content that resonates with your brand. It's the industry's first three-in-one media solution that allows advertisers to:

• Crowdsource authentic content from creators on TikTok

• Boost the top-performing videos into ads

• And improve brand awareness and preference with media impressions

All in one campaign.

Together, Bomb Pop, GALE and TikTok launched the #AFlavorForEveryYou campaign, which playfully invited fans and creators to use a custom Bomb Pop filter to show that, like Bomb Pop's flavor combinations, there is more than just one thing that makes them who they are.

Whether they are into basketball and dancing, boxing and fashion, makeup and crafting, or any other combination of passions—being Not One Thing is about celebrating EVERY part of who TikTok users are. And that’s why Bomb Pop is all about having a flavor for every mood and every interest. The #AFlavorForEveryYou TikTok challenge asked users to show off and celebrate everything they love to do while creatively unleashing moments of exploration and possibility.

Users engaged with the Branded Effect by simply tapping the on-screen Bomb Pop, causing it to spin and land on different categories and flavor combinations. Then users shared their favorite things within each of those categories.

Bomb Pop used Reach & Frequency Top Feed ads to increase traffic to the Hashtag Challenge and Branded Effect pages. This extended the reach of the campaign while increasing the amount of user-generated content.

The Results

Blowing up on TikTok

With consumers and creators eager to share a bit about themselves in the name of an iconic frozen treat, Bomb Pop drove awareness during a tentpole moment with dynamite results. Ultimately, the campaign generated more than 40,600 user-generated video creations and over 1,200 Branded Mission submissions, which helped drive a 13.2% lift in ad recall, 10.5% lift in awareness, 37.4 million impressions, and an 11% engagement rate. The Branded Mission campaign on TikTok also helped Bomb Pop see one of its best sales periods during the Fourth of July to date.

"The Branded Mission + Hashtag Challenge + Branded Effect was a winning combo. It had the scale of a hashtag challenge, the interactive fun of a Branded Effect and the on-point executions of a Branded Mission. The mix spread our #NotOneThing message to consumers in a new way and helped drive the best July 4th sales we've seen to date," said Lindsey Brand, Creative Director, GALE Partners Agency.