Mirinda - Move & Mix

In an era where digital innovation is paramount, Mirinda, a vibrant soft drink under the PepsiCo umbrella, has pioneered a groundbreaking campaign that seamlessly intertwines technology and creativity, particularly targeting the effervescent Gen Z on TikTok. As the Account Director, I had the privilege of managing this project from its launch and subsequent optimisation, ensuring that the campaign not only reached but surpassed its targets.

Mirinda, in collaboration with 180 Amsterdam and TikTok, launched a novel creative tool, Move & Mix, which has redefined content creation on the social media platform. This initiative aligns perfectly with TikTok’s mission “to offer the tools and inspiration to fuel Gen Z creativity” and positions Mirinda as a brand that is not only in tune with digital innovation but also deeply connected with the next generation of creators.

Move & Mix is a first-of-its-kind tool on TikTok, utilizing custom-built body tracking technology to transform users’ bodies into musical instruments, enabling them to remix their own tracks using their movements in real time. This full-body tracking allows users to trigger sounds by hitting specific ‘zones’ with any part of their body, offering a unique and interactive experience that is both fun and creatively liberating.

The Move & Mix Challenge was initially rolled out in China and Vietnam, where it experienced immediate and overwhelming success. In Vietnam alone, the branded effect garnered over one billion impressions within the first two weeks, performing 300% better than other branded effects in the country within the initial six days. This not only amplified the brand’s recall but also engaged the audience in a meaningful and entertaining way, as evidenced by more than 730,000 interactions and 945.3 million views.

In China, the effect shattered all benchmarks, accumulating over 650 million video views and inspiring the creation of 158,000 branded effect videos. The success of Move & Mix has also extended to Mexico, where it continues to receive a highly positive response from consumers.

I was part of the fantastic team that navigated through the complexities and ensured the smooth execution of this innovative campaign was a journey filled with learning and triumphs. From coordinating with the creative minds at 180 Amsterdam to liaising with the technical teams who developed the body tracking technology, every step was meticulously planned and executed.

Ensuring that the campaign was not only launched successfully but also optimised for sustained engagement and growth was pivotal. Through continuous analysis and strategic adjustments, we managed to not only maintain but amplify the momentum gained during the initial launch, solidifying Mirinda’s position as a leader in digital innovation and a brand synonymous with creativity and fun.

Awards Won:
Silver (Life-Stage Marketing) - Summit Creative Awards
Bronze (Branded Content) - Summit Creative Awards