Betty Crocker, an iconic household CPG baking brand with a legacy spanning over 100 years, faced a unique challenge when Kylie Jenner, the queen of social and beauty influencer, shared a moment of indulgence with her 56 MILLION followers—eating Betty’s frosting directly from the jar.
When the ultimate piece of UGC falls in your feed, ignoring is not an option. We needed to capitalize on our moment and breakthrough culture.
In real-time, we jumped into the comments, engaging with the community and other influencers to spark trial. Building on Kylie’s immense social relevance, we responded in a way that felt native to the platform where the post originated: TikTok.
By duet-ing Kylie’s content (with her permission), we shared her endorsement with a creator-style video that paid tribute to the beauty influencer industry. ASMR-inspired nail taps on the product. A hand drawing the product into focus, just as one might showcase a new lip gloss. It was a seamless integration of beauty and indulgence.
We garnered 338% more impressions, 224% more shares, and 100% more engagement than the prior 12-month average. This UGC-turned-real-time-activation moment also opened doors to new opportunities, including potential collaborations with Kylie, and uncovered a relevant audience among younger demographics.
And the impact on the business? Betty's frosting sold at nearly twice the pace of competitors at Target and outpaced all other frostings at Walmart and traditional grocery stores–safe to say Betty’s Cinnamon Toast Crunch and Oreo frostings experienced a notable sales surge.
Betty may be 103 years old, but she’s undeniably in her come-back era.
