A part of 
Client:
Arla
Services:
Branded Channel
Production
TikTok
Social Media Strategy
Challenge
Dairy brand Arla wants to build a relationship with a new generation of foodies, and at the same time building a dedicated community for young people. The aim is to attract Generation Z to use Arla’s content as a source of inspiration for cooking, to get tips on new food ideas but also exciting interpretations of classic dishes. But how do you reach a new target audience in a time of content overload and ad blockers, and how do you compete with the subscription based streaming platforms with their massive food content budgets? Many brands want to reach young people via YouTube or TikTok, but most choose to advertise according to the classic model, which is rarely appreciated.
Solution 1: Matkanalen av Arla
Arla wanted to reach and connect with the audience on their terms, and to do so the inspiration was taken from influencers. The most important step towards becoming an influencer is to always put the audience first. Arla and Splay One developed and launched Matkanalen by Arla, a hub for food inspiration filled with recipes, humor and challenges.
Many celebrities and social media stars have participated in the program, for example Lisa Anckarman, Lucas Simonsson, Keyyo, Benjamin Ingrosso and Johanna Nordström – cooking together with Matkanalen’s chefs Nisse Hallberg and Klara Lind.
Solution 2: ArlaMat on TikTok
As Arla saw the next, even younger generation of foodies turning to TikTok for food inspiration, searching for recipes, food hacks, meal prepping tips and restaurant reviews – they knew that they needed to establish the brand on TikTok as well. Splay One created an always-on strategy and started producing content in a pace like never before, knowing that we needed to produce TikToks, not ads.
To succeed on platforms like YouTube or TikTok, you need to become part of the culture you want to belong to – and contribute to it! Nobody likes brands that talk ”from the inside out”. In stead, the recipe is based on listening, asking questions and learning from the viewers. Arla and Splay One takes an active part in the comment fields and encourages viewers to come up with suggestions for which videos to produce next.
Total views TikTok
93,500,000
Views YouTube
27.7M
Bookmarked videos TT
240K
And counting...
DEJTSUSHI BLIR KAOS-SUSHI | RMM KULAN
PASTA-DUELL! | BENJAMIN INGROSSO VS KLARA
ÄR MFB SNABBARE ÄN FASTFOOD? | OXFILEPASTA
Results
Through entertaining videos based on new, inspiring recipes and food hacks, with a mix between famous and new faces in front of the camera, Matkanalen and ArlaMat have established themselves as two favorite channels to follow for young people interested in cooking.
Followers are not something that can be bought with advertising money! Matkanalen has 39,000 subscribers because they want to take part in more content. ArlaMat managed to grow the follower base with +300% in only 6 months. After 12 months the number of followers is 66,000!
Organic impressions can not be bought either. ArlaMat’s videos have delivered 37 million organic views and achieved 1,7 million comments. Also, the videos have been bookmarked (saved for later) 240,000 times! Simply because users want to return to their favorite recipes.
