Challenge: YoCrunch has been experiencing lower awareness and losing share to non-category competitors, needed to grow awareness among Gen Z consumers in a digital-first way and with very limited budget.

Insight: Gen Z is in a constant state of over-stimulation. It's baseline for this group. They're locked into content that's funny and that leaves them hungry for what's next.

Creative Platform: Funhinged. Founded on these core attributes: non-sensical, care-free, and fun and is key to winning over with the hyper-connected, digital natives that is Gen Z.

Activation: IYYYK (If You Yo You Know). A digital first slanguage rooted in humorous puns of beloved American idioms and riddles created to interact with our audience in a very unserious way.

My Role: With a limited budget and a crunched time-line we decided to leverage Ai, a first for the Danone portfolio. I leveraged Ai as a tool for creating characters that paid off the puns in ways that both turned the pun on its head while also nodding to it’s historical reference. With the carousels proving to be a success, I saw an opportunity to turn these carousels into animations (see below).

Results: The creative exceeded platform bench marks. The campaign drove 45.5M impressions & 171K engagement across six carousel assets, delivering strong visibility and interaction at an efficient cost. Performance reflected clear interest in the campaign’s messaging, resulting in growing the brand’s TikTok followers from 32 to 1,979.