Funny Frisch takes over TikTok
In 2020, snack brand funny-frisch launched a highly successful TikTok campaign, #funnyfrischmoment, in collaboration with the Gen Z-focused agency PlayTheHype. Aimed at a younger audience between the ages of 12 and 25, the campaign invited TikTok users to create and share videos that highlighted their “funny-frisch moments”—times spent enjoying the brand’s snacks with friends or family.
This campaign was built around the Branded Hashtag Challenge format, which encouraged user-generated content. Participants were asked to showcase their moments of joy, making the content highly relatable and shareable. PlayTheHype, leveraging insights from surveys, tailored the campaign to resonate with the target demographic by tapping into their preference for authentic, social experiences.
The impact was immediate and substantial. With over 950 million views and more than 150,000 new followers on funny-frisch’s TikTok account, the campaign proved a massive hit. Brand awareness surged by 36.9%, highlighting the effectiveness of this approach.
The campaign’s success was further amplified by the involvement of influencers such as Marek Fritz and Alex Freerun, and a custom-produced soundtrack by DE FALCON. By aligning itself with TikTok’s dynamic culture and promoting genuine user interaction, funny-frisch managed to create a buzz that not only engaged Gen Z but also solidified its presence on one of the world’s most popular social platforms.
Watch the BTS with Neill Heinisch of Play the Hype
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