As the summer heats up, a new social campaign from Wendy’s and media agency Together is cooling TikTok users down.
In an Australasian first, the Kiwi-owned burger chain is using weather-triggered amplification to serve up its new Summer Sparklers campaign to TikTok users on days when it’s hot and sunny.
The creative is also rolling out through Instagram stories, with geographical levers or geo-targeting used to deliver messaging in key localised areas.
Available over summer and featuring refreshingly fruity flavours like watermelon cooler, strawberry daquiri and cherry cola, the Summer Sparklers range appeals to a younger female market.
Targeting the audience on a hot summer’s day helps grab their attention, makes the message resonate, and puts Summer Sparklers front of mind just when they’re thinking about an icy cold drink, says Together Managing Partner Rufus Chuter.
A first in New Zealand (and not yet seen in Australia), Together’s data and analytics team worked with TikTok and Open Weather Map on the TikTok interface, setting rules on temperature, wind speed and cloud coverage to help deliver the content to a custom TikTok audience.
“We know weather is a significant driver of impulse drink purchasing, so we’re really pleased to be able to take our data-driven approach to TikTok for the first time.” says Chuter.
Live since December 1, Wendy’s NZ CEO Danielle Lendich says the campaign has seen impressive results so far, with a noticeable uptick in sales.
“With a La Niñaweather pattern predicted over the summer, we’re hoping for plenty of warm sunny days over the summer period,” says Lendich.
Also running on Instagram over summer, Wendy’s Fizzing for Summer promotion with radio station Flava calls on listeners to share their summer sparkling pics to the social platform. Using the hashtag #FlavaSummer, one lucky listener is set to win $500 cash and Wendy’s vouchers.
Picking up a host of industry awards this year, another digital campaign from Wendy’s and Together – this one for Wendy’s Mates Rates Datanator – has received Best Use of Data at the 2021 Drum Asian Pacific Awards for Digital Marketing, Best Use of Customer Insight at the 2021 NZ Marketing Awards, and Best Use of Mobile, Best Use of Data, Best Use of Insight and Best Small Budget (all Silver) at the 2021 Comms Council Beacon Awards.