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2024
Colombia
Spanish

Summary

Pony Malta had a goal: to capture the hearts of its biggest consumers, the “teens.” To achieve this, we delved into the social network that became the new prime time for teens, TikTok. By analyzing audience reactions and interactions, we discovered the key: “shit posting,” the most consumed format by teens. Thus, we assembled a team dedicated to making the audience love Pony Malta without directly showcasing the product. And why do they do this? For the memes.

The idea

Infiltrating TikTok Culture: Pony Malta aimed to resonate with its teen audience on TikTok by embracing their language and culture. Through careful analysis and experimentation, we identified “shit posting” as the most engaging format and tailored their content strategy accordingly. By leveraging this approach, we successfully integrated into the TikTok community, fostering a genuine connection with their audience without overtly promoting the product.

/ Inspiring with design

Pony Malta’s strategy on TikTok revolves around understanding and embracing meme culture, as it serves as a powerful tool for engaging with its target demographic. By tapping into this cultural phenomenon, we’ve been able to create content that resonates authentically with teens, ultimately strengthening their brand presence and affinity among this audience.