After an agency search, Warheads selected FRWD to connect a new range of sour products with a new generation of kids — without defaulting to a typical TV-driven kid marketing approach.
Phased test & learn experimentation teased out the highest-potential micro-audiences within the broad range of Gen Z kids, the best-performing content and best-performing media partners and platforms. That learning informed creative and media improvements prior to scaling. A range of content tailored to the interests of those micro-audiences, all aligned to a new insight and Brand Purpose, is rolling out across Snapchat, Tumblr, YouTube, influencer networks and other content partnerships. Awareness gains, engagement and earned impact so far are exceeding averages on all platforms, and already at best-in-class levels on YouTube and Snapchat.