Beatboxer and tiktoker Dharni for Snickers

The collaboration between the manufacturer of Snickers bars and the internationally known beatboxer-tiktoker Dharni is an unconventional combination of the music world and the FMCG market. The implementation is carried out by the agency Lifetube specialized in influencer marketing with the participation of the MediaCom media house.

Target

As part of the promotion of two new flavors of the popular Snickers bar — creamy peanut butter and crispy, the brand has established a long-term cooperation with TikToker — Dharni, known for his talent for beatboxing. The artist of Polish origin, permanently residing in Singapore, was loved by viewers all over the world. The creator is actively working on his social channels. At the time, he had 2.9 million followers on TikTok and 263,000 followers on Instagram. The aim of the campaign was to introduce new flavors of Snickers through music and encourage the audience to try them.

Realization

The first actions on the creator's profile appeared already in November 2020, and this summer the viewers were served the latest installment of the creation. As part of the promotion, as many as 3 dedicated songs about the product were created, used in 4 videos with product placement.

Findings

The unobtrusive but very catchy TikToks using the products have received huge approval from Dharni followers. In total, the publications reached more than 1.3 million views, more than 56,000 likes and sparked discussion with hundreds of comments.