Case Study - Tapping into a Younger Audience

Leveraging TikTok to increase brand awareness among a younger demographic.

The Challenge

Spice World aimed to widen their social media strategy and tap into a younger Gen Z and Millennial audience to increase brand awareness for their convenient pre-prepared line of garlic, onion, and ginger products.

The Solution

As TikTok continues to rise in popularity among the younger demographic (currently 44% of TikTok users are ages 20-39), Spice World targeted the influential video platform as a strategic expansion to their social media footprint.

Marbury Creative Group developed a flexible creative approach, creating timely videos to keep Spice World relevant among current TikTok trends. Spice World entrusted Marbury to challenge and elevate the brand’s current social media content direction for the platform. The TikTok content strategy focuses on developing on-brand content with an imaginitive twist, and tapping into a TikTok community who already uses and shares Spice World products to accomplish the goal of raising brand awareness to a younger audience.

Developed short-form relevant content, including: cooking how-tos and hacks, health benefits, recipe tutorials, and humorous videos aligned with current trends
Leveraged existing influencer content organically to grow the audiencewhile increasing reach to the influencer’s followers who may be unfamiliar with the brand.