Sour Patch Kids

The Objective

Driving strong traffic and consideration for Sour Patch Custom Mix product

Sour Patch Kids are known for their sweet, sour, and mischievous candy personified as a kid — a self-described “sour then sweet menace.” So when it comes to TikTok, the popular snack knows how to have fun and be adventurous. Building off previous campaigns and a strong organic presence, Sour Patch Kids wanted to drive excitement and consideration of their custom candy mix bags. Always up to try something new, Sour Patch Kids jumped at the opportunity to use TikTok’s new Display Card add-on to meet their goals.

The Solution

Improving purchase consideration at a higher CTR with Display Cards

Sour Patch Kids’ custom mix lets snack lovers create a one-of-a-kind product by choosing their favorite flavors and customizing the package design. To promote the snackable custom mix, Sour Patch Kids paired TikTok’s new interactive Display Card add-on with In-Feed Video ads to show up authentically while highlighting the product and driving traffic to their website.

Display Card for Auction Ads and Reach & Frequency is an interactive add-on product that lets brands like Sour Patch Kids include cards within In-Feed Video ads to highlight important messages, share offers, and drive traffic to a website or app. The Display Card showcases the product in a fun, eye-catching visual while functioning like a CTA button to drive users to a landing page to purchase. Additionally, Display Card assets are easy to put together and can leverage existing creative if desired. The turn-key approach allowed Sour Patch Kids to implement the campaign quickly. It also allowed the brand to easily test the same creative in Display Card and non-Display Card campaigns to compare performance. Meanwhile, Sour Patch Kids leveraged TikTok Pixel Developer Mode to create custom events and capture event data to track customer journeys for future retargeting.

With 1.4 million followers and over 13 million likes*, Sour Patch Kids has a prolific TikTok account that jumps on trends and posts frequently. For this campaign, the brand used organic creative from their TikTok account and paired it with native features using in-app editing tools like voice-over and text overlays to promote the custom mix.  *As of February 2022

The Results

Exceeding performance benchmarks with Display Card

Talk about a sweet success! Sour Patch Kids won over snack lovers and exceeded all TikTok benchmarks by leveraging the Display Card add-on with In Feed Ads — cost per impression by +12%, click-through rate by +331%, and cost per click by +74%. Most notably, though, the Sour Patch Kids’ campaign using Display Card significantly outperformed non-Display Card creative, with a +136% click-through rate and +30% cost per click.

The sour-then-sweet menace may be a bit of a troublemaker, but when it comes to Sour Patch Kids’ TikTok performance, it’s all good. The brand continues to build its presence by leveraging creative best practices and testing out new ad products. Future campaigns will track events through the entire user journey and retarget high-intent customers to help bring the popular snack to food lovers everywhere.