Where Is Mr Tayto? was a multi-phase social media campaign aimed at getting the Gen-Z demographic to engage with Mr Tayto across all social media with a prime focus on TikTok. We began by removing the icon from all Tayto’s customer-facing channels and packaging for several weeks, touting his disappearance on socials while adding to the mystery with a series of humorous influencer videos. We received a far reaching reaction from the public, with fan content posted on his channels daily.
This attention left us in a great position to move to our next phase, where we revealed that Mr. Tayto was actually leaving on a worldwide bucket list journey. We were able to release daily social media videos of Mr. Tayto, as he actually travelled across a gamut of countries over 3 continents.
This gave Gen-Z a reason to follow Mr. Tayto and before long his TikTok audience doubled in size to 30,000. This live and reactive campaign of 50+ videos spanned all major social media channels. We received tens of thousands of shares, alongside 450k engagements, 13 million views, and 30 million impressions. Tayto’s advertising awareness went up 12%*, and 52% of the audience felt more connected to Mr Tayto**.
*Statistic provided by Red C Research
**Statistic provided by Bounce Insights
