The social media campaign of Insomnia Cookies was targeted at attracting customers of Generation Z who appear to be the frequent users of apps such as Instagram and TikTok. The bakery network started offering college students late-night cookie delivery and enlarged to 175 stores that also serve walk-in users.
Insomnia created the offbeat mouth pyjamas campaign with students returning to colleges who want to resist being COVID-19 hotspots to persuade people to order delivery rather than visiting stores. The recreated campaign is another indication of how experiential activations by advertisers have been impacted by the health crisis.
Tom Carusona, Insomnia Cookies CMO, said in the statement, in the light of COVID-19, they had to reconsider our previous strategy to inspire Insomniacs throughout college campuses and beyond to pack into their shops in pyjamas for free cookies. They aspire to maintain developing their insomniac culture while acknowledging the truth of today.
The TikTok video of Insomnia has been watched less than 2,000 times, which means that the company did not actively advertise the one-day free mouth pyjamas deal on the social video service. While similar attempts have resulted in millions and even billions of views thanks to app promotions, the low-view count implies that the firm refused to spend in the TikTok aspect in the unpredictable situation of the product in the United States.
Insomnia aimed for users to interact with the photo-sharing application with an immersive brand experience by creating an AR feature for Instagram. How many Instagram users have tried the AR effects that Facebook’s parent organization is helping with the creation of its Spark AR platform for creators is not clear. Competitive social networking site Snap said that in Q2, an indication of the success of AR content, more than 180 million of Snapchat’s 238 million users interacted with its AR features every day.
Insomnia is the newest brand to engage customers by offering face masks that have become everyday essentials during the pandemic and whose advertisement displays are not perceived by consumers negatively. In-store kiosks that share voter registration ties and dispense reusable Snipes and Puma-branded masks were rolled out yesterday by Retailer Snipes.
In its advertising campaigns targeted at young adults and teenagers, it is also the latest organisation to sell products, a tactic to promote affinities with familiar brands. Among the more recent ones, this week, packaged food company Kellogg began a social media campaign to give away “Flave-of-the-Day Socks” in cereal kits with a flavour for each day in a week.
