Candy Crush is one of the biggest games around. But it's got an image problem - too many moms. They wanted to appeal to more Gen Z audiences so went to where they hang out - TikTok.
I worked from concepting to crafting the ideas. Tapping into trends, creating the videos and editing in app for the best impact. I even did a bit of community management and let some of my sass out on unsuspecting Candy Crush fans. Unfortunately I was just too tall to actually play bubblegum troll (phew).
We created a series of Candy Crush themed riddles to target problem solving communities on TikTok. With pretty simple solutions (occasionally relating to the game itself) people really wanted to prove that they're a genius.
Drone Show, Candy Cave and MayTree
Taking ATL campaigns and content that isn't very TikTok native and making them a better fit for the platform.
Creating TikTok Specific Content
Using trends, sounds, stitches, duets and even a giant pink cardboard cutout character to create content specifically for the platform.