Folgers “Shop a Vibe”

Written By Tristen Sechi

Folgers has been around 170 years and even with all that longevity, we found they're virtually unknown with Gen Z.

Folgers Shop a Vibe was a Publicis Groupe alpha partnership with TikTok and GoPuff that helped collapse the commerce funnel and get Folgers from Feeds to Doorsteps in 30 minutes or less using the power of creators. We all know how obsessed Gen Z folks are with TikTok - and GoPuff is a digital retailer with hubs around major cities and universities, so it was a match made in Folgers heaven!

We partnered with 5 top-tier TikTok creators who each made their own twist on Starter Pack videos that featured Folgers. We even worked with a D1 football player from Michigan, AJ Henning who showed how Folgers plays a role in his off-season starter pack.

We were able to turn the videos into ads in feeds, where users were prompted to purchase Folgers on GoPuff with a CTA button. The timing of this was perfect, as we were able to get Folgers into TikTok's brand new zip code targeting alpha, so ads went directly into markets where GoPuff has a presence.

Tristen’s Role

I was the lead strategist on this innovative project, and oversaw the following elements:

  • Folgers owned social channel and content strategy

  • Influencer strategy, identification, briefing, creative approval

  • Led creative workshop with clients and TikTok 

Results

  • Got Folgers Black Silk K-Cup an entirely new, permanent distribution stream in GoPuff

  • Product sold out in NY, Chicago, and Philly

  • 123% Increase in Folgers Black Silk purchases

  • 12% increase with all Folgers SKUs in GoPuff during the period

  • 3.5% lift in ad recall

Tristen Sechi
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