Little Moons Case Study
We have come across recent articles giving insight into the phenomenon that is ‘Little Moons’ and how they jumped into the mainstream from relative obscurity, with a product that no one had seen before in a category that had nothing similar. See below for our view on how they achieved what they did and how you might want to take these learnings to influence your internal brand marketing strategies:
Although the brand achieved mass awareness via TikTok, they had the sensibility to check the data and understand where the big spenders were on ice cream. Cross-referencing this against their newly found audience on TikTok quickly revealed there was a miss-match. The Tik-Tok audience was far younger than consumers with money to spend on premium mochi balls - (£5 for 6 pieces, Waitrose).
Understanding their target consumers - and their future consumers was crucial here, and they quickly pivoted to invest in PR - translating their TikTok success story into a PR story that was unique and differentiated but also intrigued the older consumers actually buying the ice cream.
Little Moons know their consumer - they also know what they want the consumer to think about their brand. The marketing team ensured their positioning work was integrated and tied to consumer trends: Low Calorie, Portion Control, and Handheld Deserts.
This highlights the importance of strategic marketing planning - know your audience, develop your positioning, and produce a ‘road map’ showing the team how to achieve widespread reach.
OOH was chosen to bring mass awareness and Little Moons used a ‘test and learn’ approach, adopted by many start-ups. Running regional testing of an outdoor campaign, alongside data from IRI, allowed marketing and sales to analyse short-term sales uplift by region. This data is important in terms of convincing other departments for more investment.
Investing in good brand tracking - ideally with two dips per year, or before any significant marketing activity in order to gain a baseline to measure new activity against.
In summary, we believe that success in marketing is not a happy accident - we are experienced in applying relevant insight and using our knowledge and experience through tried and tested learnings to positively affect your business ambitions and objectives.
Link to this article: https://www.marketingweek.com/little-moons-tiktok/