Tru-Cape turns to TikTok’s six-million for Kanzi campaign.
Following the success of the 2020 campaign where Tru-Cape Fruit Marketing used TikTok to engage consumers with a campaign that was globally recognised and referenced for its innovation in a CNN feature, the company again is turning to this interactive medium.
For Tru-Cape, the largest exporter of South African apples and pears, and wholly owned by its growers at Ceres Fruit Growers and Two-a-Day in Grabouw, this short-form animated social-media channel helps reach a younger demographic who favour the platform.
Tru-Cape’s Marketing Director, Conrad Fick says that using TikTok, which reaches about six million people in South Africa, and fits within the company’s strategy to engage younger users, has proved successful. “Tru-Cape invested substantially in creating our own digital edutainment apps and games, Fruit-Full, Fruit-Match and Tru-Sort, all freely available to download, that not only engage users but also educate them about the challenges faced in growing, sorting, packing and distributing South African apples and pears. So, using a technology platform such as TikTok fits within this strategy.
“With the use of TikTok, Facebook and Instagram we have created a sound and video-based user-generated campaign to increase brand awareness and sales during the current Kanzi campaign period until July 19. The social-media campaign is coupled with in-store tastings in 30 stores around the country on July 2 and 3 of apple variety, Kanzi,” Fick says.
According to the 2020 edition of the SA Social Media Landscape, released by World Wide Worx and Ornico, almost a third of major brands intend to become active on TikTok, which is also the fastest growing social media platform among consumers. Fewer than 20% of brands have used it in the past year (2019), but none believe they are doing so very effectively.
These numbers are likely to change significantly during 2020. It is estimated that around 6-million South Africans are already using the platform. Nine out of ten major brands – just more than 89% – indicated they were active on Facebook, versus 77% on Twitter, 75% on LinkedIn and 68% on Instagram, 2021 usage figures are expected imminently.
Recode, the interactive agency that assists Tru-Cape, explained that TikTok is currently garnering a lot of mystique and suspense with “TikTok apple juice challenge” videos. The new challenge involves the TikTok users actually biting into a plastic bottle to emulate the sound of an apple. Recode Creative Director, Rochelle Hendry, explains that, similar to the apple-crunch challenge, target audiences will be asked to purchase their Kanzi apples, retain their slips, and create a video for Facebook, Instagram, or TikTok with their loudest, wackiest, and most interesting #KanziKrunch sound. “We also recommended using a few well-placed influencers to help the campaign to gain traction on TikTok and Instagram,” Hendry says.
According to Fick, all folks have to do to enter is video record their best “Krunch Sound” by biting into a Kanzi apple and upload it to their social media platforms and to share the Kanzi till slip to validate their entry. People can also use the original Tru-Cape sound clip on TikTok to create their best Kanzi Krunch video,” Fick ends.