Hacking the Fruit Roll-Ups Ice Cream Hack: An Approach to Nimble Social Strategies and Capitalizing on Viral Trends
Taylor Lovaas, The Social Lights
Ashley Berset, General Mills
Dances, CapCuts, mascots and now Fruit Roll-Ups wrapped ice cream. TikTok continues to thrive on simple creativity that turns trends into cultural moments overnight. So when our brand was the next big thing on the platform, we had to move fast and move with intention. This case study highlights how a nimble social strategy allowed us to play back with the Internet, stoke the viral flame, and build an audience that will last past our 15 minutes of fame.