From the comment section to a social media edition
PiCK UP! – crunchy chocolate, crispy biscuit, and a quick boost of motivation to get you back on track. Since the PiCK UP! comeback on TikTok in 2024, voices in the comment section grew louder: the community was demanding the return of the BLACK'N WHITE variety, which had been discontinued in 2022. It quickly became clear that there was more to this than just nostalgia. Instead of dismissing it as a one-off request, PiCK UP! saw a genuine opportunity to make history together with its community.
Turning community requests into a real brand campaign
The comeback of the BLACK’N WHITE variety was not intended to be a classic re-launch. The goal was to leverage the high demand within the community to build a genuine connection with the target audience – using a clear social-first approach. The edition was to be available exclusively via a social media giveaway, with the entire communication strategy designed directly from the community's perspective.
More than just a reaction – genuine interaction
A key driver of the campaign was proactive community management. Instead of just reacting to comments, the team engaged strategically – with creative, witty, and personal responses: follow-up questions, meme reactions, and a tone of voice that met the community on their level.
After all, according to Meta (2024), 79% of Gen Z expect brands to communicate with them directly. That is exactly what PiCK UP! delivered – both on TikTok and in the hearts of the community.
Social-first storytelling meets a social-only edition
To bring the community's wish to life in a creative and platform-appropriate way, we developed a serial format consisting of 7 social assets:
Five episodic storytelling parts featuring the "Biscuit Commissioners," plus two additional hero assets that teased and announced the giveaway.
- Look & Feel: TikTok-native, bold, loud, but with high recognition value.
- Storyline: A mini-series in which three biscuit commissioners track down the mysterious disappearance of the PiCK UP! BLACK'N WHITE recipe. In the end, they identify the culprit.
- Resolution: The big comeback – but limited! Approximately 100 packs of 5 bars were raffled off exclusively via TikTok and Instagram. For this, PiCK UP! created a new design and fired up the production lines specifically for the community.
- Scarcity & Exclusivity: Only available via social media = creating a FOMO factor and hype!
Through this unconventional and dialogue-oriented approach, the brand didn't just broadcast content; it actively opened the stage for the community.
Social doesn't just happen on its own
The biggest takeaway from the campaign:
Good content brings reach. Proper community management brings connection.
And: Visibility alone is not enough. Engagement rates and watch time showed that even strong content must be continuously developed to achieve greater interaction and loyalty.
What worked particularly well:
- Serial approach & storyline: The "Biscuit Commissioners" were understood and well-received – a format with high recognition value.
- Exclusivity & FOMO: The limited edition with a social-media-only giveaway generated significant attention.
- Positive sentiment: The community responded positively, with almost no negative comments or DMs.
Optimization potential for future series formats:
- Vary intros & structure more: To improve scroll-stopping & retention
- Strengthen cliffhangers & community activation: e.g., targeted CTAs or creator integration
- Communicate giveaways more clearly: Early on, supported by paid push
Conclusion:
The combination of community-driven storytelling and proactive community management works – provided dialogue is taken seriously and content is dynamically evolved. For future series: More variation, more activation, more momentum.
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