When the pandemic brought the world to a halt almost overnight, Padilla and Dole recognized the brand’s digital strategy needed to pivot to reflect stay-at-home quarantine life. We identified a social media trend of people spending more time in the kitchen and looking for fun recipes. This DIY trend was especially taking hold on TikTok with dalgona coffee, White Claw slushies and banana bread recipes seeing a lot of traction and, in turn, even press coverage.
We were seeing a surge in site traffic to our Dole Whip recipe after a few earned media articles on high profile websites. To capitalize on this uptick in interest, we knew timing was ripe for a TikTok activation.
Dole challenged Dole Whip lovers to create their own version of the frozen treat and share it on social media using #DIYDoleWhip for a chance to win a prize pack, including a Vitamix blender. We leveraged a mix of TikTok influencers and paid promotions to build awareness of the contest and encourage social media users to join in.
Within a month, the contest was a viral success: