A successful TikTok campaign to target a Gen Z audience with its new Yolkies collectibles is currently underway for Bandai UK.
Encased in mystery eggs, the edible slime and collectible surprise egg characters have enthused a host of TikTokkers, with engagement and reach figures already exceeding expected targets.
Kirsty Mackenzie, head of marketing, Bandai UK said: “Yolkies is a fun, quirky, innovative brand which gives us the opportunity to do things a little differently to traditional direct-to-kids targeting. Essentially, we wanted to take a position where creators had the freedom to develop organic-style comedic content to bring the brand to life.
“Playtime PR and Fanbytes worked closely to identify influencers known for comedy, prank, and challenge videos in order to resonate with Gen Z viewers, but within a responsible manner to reach those younger audiences who we know interact with the platform.”
Playtime PR identified TikTok as the platform to launch Yolkies and worked with leading influencer marketing agency, Fanbytes, to create a campaign that would resonate with young people.
“We knew that Yolkies and TikTok would be a perfect match,” said Playtime PR’s founder, Lesley Singleton, “so we enlisted the experts at Fanbytes who agreed that, on the back of slime’s immense trending popularity on the platform, TikTok would be a great launchpad for the brand.
“They brought our creative ideas to life with their host of TikTok talent, understanding of the young audience and indeed the platform itself.
“Yolkies provided the perfect opportunity to test the waters with a new platform for Bandai. Fanbytes took our brief to introduce a toy impassioned TikTok audience to Yolkies through organic influencer content. They selected the perfect talent based on audience appropriateness plus genuine metrics and engagement levels, to ensure the product was showcased in a humorous yet responsible way. Naturally we’re thrilled that numbers and responses have out-performed expectations.”
Mackenzie added: “Moving forward, we’re really excited to expand our Gen Z targeting with campaigns for those of our brands which resonate with these audiences and are authentic to the creators.”
Fanbytes CEO, Timothy Armoo, said of the campaign: “With every new industry, there are always those who push the boundaries on what’s possible and this is none truer than when a new platform emerges. Some brands umm and ahh until it’s too late and are left by the wayside.
“It’s great to see Bandai take the leap and go where the audience is as opposed to waiting for competitors to do so. To see the results overwhelmingly exceeded targets is also testament to how receptive the audience was to Yolkies and the creative strategy. It’s the perfect foundation for them to build a strong brand.”