Kind this week became one of the first snack brands to create a presence on TikTok—a sign that the video-creation platform is extending beyond fashion and entertainment and becoming a place for everyday brands.
On Wednesday, Kind launched a three-week Hashtag Challenge—one of TikTok’s four ad products—to promote its new Simple Crunch Bars, which hit shelves this past summer. The idea is simple enough: users can post videos emphasizing the bar’s crunch with the hashtag #kindsimplecrunchcontest, and can choose to incorporate Giphy stickers that Kind created for the challenge. The user whose video gets the most plays will receive a free trip to New York and a year’s supply of Kind Simple Crunch Bars. Kind links details about the contest in its bio on the platform, similar to how a brand would link out to a webpage on Instagram.
Jessica Goon, VP of digital marketing at Kind, says the hashtag has seen 18 million views since the challenge launched less than 24 hours ago (roughly 750,000 views an hour). Those numbers are encouraging for Kind as it navigates how users respond to the brand on the platform, says Goon. So far, only a handful of people have shared the hashtag, but Goon expects to see participation start to take off next week.
Kind, on TikTok as @kindsnacks, was attracted to the platform because of its growing popularity and connection to its product. “One of the points of difference for the product is its crunch,” says Goon. “We were thinking about what made the product unique and different and leaning into sound, and it led us right to TiKTok. It’s one of the only places where people are listening to sound these days.”