Using TikTok creators as a marketing tool, Panera Bread tries to rise buzz with millennials, Gen Z

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by Samuel Pordengerg Mar 17, 2023 News
Using TikTok creators as a marketing tool, Panera Bread tries to rise buzz with millennials, Gen Z

March 17, 2023  •  3 min read  •  By Julian Cannon

Many of the creators on TikTok are already spending most of their time with the Gen Z audience.

The brand is making short-form videos that illustrate the new things it has to offer. Neither the parties nor the financial agreement was made public.

The vice president of brand building at Panera said that the company uses TikTok content creators instead of using social media. The brand doesn't want to over allocate marketing dollars to these platforms.

Martin said that their paid media investment strategy followed their guests viewing habits. Panera's audience are spending more time on TikTok so we are shifting more dollars to this platform and continually evaluating our mix as we stay in tune with our audience.

Martin wouldn't say how much was spent on working with creators. According to data from Pathmatics, the brand spent a little over $8 million on advertising in the first two years of the 21st century. The data shows that a little over $100,000 was spent on paid media in the first two years of the 21st century.

The brand gave a limited edition handbag to Janneh Konneh and Halley Kate to promote their new sandwich on the TikTok app, as well as making a limited edition baguette-style handbag. According to Dash Hudson, the TikTok analytical tool, Panera Bread's TikTok account grew by 3000 followers.

Even if it meant creating a new product to enter a different space and industry, this is a great example of a creative but authentic way to generate buzz. The return of investment will come from brands that continue to find fun ways to engage with fresh audiences and step outside the limits of a traditional creator campaign.

The new look of digital ads and connected TV will show up when you pause a video on the Pause TV screen, which is an ad unit that will show up when you pause a video. If you are a subscriber to the service, you will see this. The cost of advertising on this feature was not answered by the two companies.

Martin explained that live viewing is an important place where people are going to be and that there are a lot of things that people can skip or view later.

Gen Z's priorities in life are fashion and appearance more so than their older counterparts, which is in line with Panera's move to position food and drink options as extensions of a person's personal brand.

"Panera's approach to details takes a generational truth, sprinkled with humor that everyone can relate to and serves it on a piping hot platform that's always hungry for unconventional brand partnerships, making it a recipe for social media success"

As long as the creators' values and interests align with those of the brand, partnerships can be successful.

An ongoing long-term partnership allows theinfluencer to dive deeper into the brand offering details and express its value in your routine for brands like Panera.