TikTok / Challenge / Creators

Müller: #EasyAsMullerMix

For Müller Mix in May 2022 we launched the easiest challenge ever on TikTok: post anything that’s simple for you and tag it #SimpluCaMullerMix.

Client: Müller
Brands: Müller Mix
Year: 2022
Markets: Romania
What we did: Idea, Creators, Launch videos, Hashtag challenge, Original sound, Contest, Prize workshop

Müller Mix is a pot with two compartments, yoghurt in one and the topping in the other. For May and June 2022 Müller asked us for a digital campaign that kept the product’s benefits in view: it’s easy to prepare, there are lots of toppings to choose from, and it’s small enough to carry around.

Müller wanted a cool challenge, and we gave it an anti-challenge. Gen Z grew up used to instant gratification, then met real life, where things aren’t easy. Müller Mix is easy: tip the topping into the yoghurt and that’s it. Other brands’ TikTok challenges make you do all sorts of things. Ours asked for anything that’s simple for you, posted with the campaign sound and #SimpluCaMullerMix (#EasyAsMullerMix in English). The ceiling of your room, a random clip from a concert, a few seconds of staring into space: all of it counted.

The case film: three creators launched #SimpluCaMullerMix on TikTok, people posted whatever was simple for them, and the winners got a creating session with the creators in Bucharest.

The challenge went live on 15 May 2022, opened by Robert Ștefănescu, Alex Trif and Oana Moșneagu on their own TikTok accounts. Each took one benefit, and every caption opened on the same line, “Ar fi tare să fie totul la fel de simplu…”: wouldn’t it be great if everything were as simple to prepare (Robert), to take with you (Alex) or to choose (Oana) as Müller Mix. We had an original track made for the challenge, made the assets for the challenge page, wrote the contest rules and cut the creators’ footage into the launch ads.

Alex Trif, Robert Ștefănescu and Oana Moșneagu each opened the challenge with a launch video on their own TikTok account.

Two days in, on 17 May, the views were there and the entries weren’t. Over the next week, with Müller and TikTok, we added a creator kit (a phone gimbal and a ring light) to the prize, Robert shot an extra video explaining how to join, and we rewrote the challenge description.

The challenge closed on 10 June. The main prize was a creating session with the creators, and each of them picked one winner. On 27 June the three winners met the three creators for a workshop at Hype Arena in Bucharest. The campaign made the TOP ADC*RO shortlist for August 2022.