Creative Campaign | Content Production
Flingguiden
Challenge
Since launching in 2018, Färsking has captured the hearts of young adults. In 2022, it was time to take the next step: entering the cereal aisle with Färsking Linsloops & Linspops. A category that generally suffers from low consumer trust. Many associate cereals with sugar, and the idea of “healthy” ones often sounds about as appealing as cardboard.
How do we show Gen Z that healthy doesn’t have to mean boring – while building awareness of the new products and deepening Färsking’s connection with its fans?
We started with a few key insights: young people enjoy trying new brands and products – and the same goes for love. Nearly half of those born in the ’90s and ’00s have tried online dating. Gen Z is also a scrolling generation: curious to try new things, but quick to move on. They love following funny TikTok creators for inspiration and entertainment. From this, we realized that if we wanted the target audience to try something new, it had to be fun and engaging — because lasting love, whether in dating or in cereal, only happens when it’s entertaining.
Solution
We could have made a campaign telling people that the cereals are vegan, have no added sugar, and taste great. But we found that too generic, and honestly, a bit boring. We wanted to do it the Färsking way.
In this campaign, the focus wasn’t mainly on the products, but on a topic we knew the audience cared deeply about – love. We also wanted to place Färsking in a channel where we know their audience already spends time, and speak in a tone that fits naturally there. That channel was, of course, TikTok.
With a playful tone and a big dose of humor, our insights were turned into Flingguiden – a 360° campaign with influencer marketing at its core. A play on the Swedish word flingor (cereals) and the English word fling, where seven TikTok creators explored the ups and downs of dating and shared humorous tips on everything from how to best reply to a DM to how a casual fling can turn into something more.
The seven ambassadors – the campaign’s Flingfluencers – were TikTok creators Kevin Bang (@kevinbang), Anthony Tajaddod (@kinganthy), Kristin Larsson (@kristinlarsson), Dag Tolstoy (@dagtolstoy), Frida Jernspets (@tiktokfrida), Isak Löb (@fjortisper) and Ella Magnusson (@bich.pickle).
To flirt even more with the audience, Flingguiden was shared with a number of influencers we already knew were fans of Färsking. A PR package with the new cereals was sent out, asking if they wanted to take their fling with Färsking to the next level. In this way, we strengthened relationships with existing fans and reached a wider audience organically through profiles like Bianca Ingrosso and Felicia Aveklew.
The campaign was further reinforced and extended with subway ads, press materials for traditional media, a custom AR filter on Snapchat, product sampling, and content across Färsking’s own channels.
Results
The campaign exceeded all expectations. During the campaign period, Flingguiden generated a total of 12,7 million impressions on social media, primarily on TikTok. In total, 2 966 hours and 13 minutes (!) were spent watching Färsking content on TikTok through our Flingfluencers – that’s more than 100 days, in fact 123 and a half days.
A few highlights: one of King Anthy’s videos reached 125 000 views with an 11% engagement rate and nearly 900 hours of watch time, while Kevin Bang’s video had 160 000 views and 550 hours of watch time. Färsking’s own Snapchat AR filter generated 44 000 shares, 2 900 saves, 67 700 earned impressions, and 53 000 organic reach.
The campaign went on to win Best Influencer Marketing Campaign 2022 at the Mixx Awards, with the following jury statement:
“Anyone can dream of reaching Gen Z with powerful content, but few succeed in doing so with credibility and authenticity. This brand found the right keys with charm and humor, to reach Gen Z on their own terms. The campaign delivered an impressive impact that can be traced back to high-quality content. Talk about making something out of nothing – and doing it entirely on the audience’s terms.”