PAIGE VANDERLEEST

The TLDR: My team launched Honey Bunches of Oats' first-ever TikTok content and campaign through the #MakeABunchHappen TikTok challenge. Through 5 unique creators, paid media placements, and a branded AR effect, we inspired over 1.7M users to share how they Make a Bunch Happen in their lives. It landed over 9.4B views across the platform. 

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Honey Bunches of Oats tasked my team with launching the brand on TikTok for the very first time while driving engagement with millennials. They had just launched the "Make a Bunch Happen" brand messaging, so the #MakeaBunchHappen TikTok Hashtag challenge naturally grew out of the ask. 

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We partnered with five TikTok creators and shared their stories of how they Make A Bunch Happen in their own unique way. The creators covered a wide spectrum of niches: a mom, a farmer, a millennial fashion creator, a comedian, and a singer/songwriter. 

 

#MakeABunchHappen became an overnight sensation, garnering 9.4B TikTok views with +84M unique reaches and 1.7M videos created. We effectively inspired users to showcase their best, most unique selves on the app and solidified Honey Bunches of Oats as the catalyst to making a bunch happen all day long. 

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As the social media manager on the project, I worked with the team to put a strategy recommendation for the hashtag challenge, reviewed influencer selects and led ongoing reporting after the challenge launched.