Pop-Tarts “Tarts Madness”

This social media campaign leveraged Pop-Tarts’ huge young adult following by tapping into the March Madness college basketball season. Inspired by the competitive nature of March Madness I came up with the idea to pit the eight most popular Pop-Tarts flavors against each other and let their followers decide on which flavor reigns supreme. And thus, Tarts Madness was created (renamed to “Tarts Crazyness” because, lawyers) a weeklong Instagram-based engagement campaign.

I created the animations and closely coordinated with the social media manager throughout its run. Each round put two flavors against each other and was open for 2 days of voting. After a winner was voted on I created the next matchup to post the following day. We executed the voting phase through Instagram stories using poll stickers then announced the winner through a post. Not only did we increase engagement with followers it provided measurable results on their favorite flavors. This helped strategize which flavors to focus on for future campaigns.

Roles: Concept, art direction, graphic design, photography, animation, motion design

Jason Pickar / Creative Director
Chad Fenoglio / Associate CD, copy
Chris Gallevo / Senior Art Director

I created the animations and closely coordinated with the social media manager during the week of the campaign. Beginning with 8 flavors we created 3 rounds of poll-based IG stories that led to one flavor being crowned the victor. I would learn the results of each match-up then create new animations for the next round ready to post the following day.

To have the flavors “face-off” I created additional product photography for flavors we needed specific angles for. The animation was supplemented by stock photography and video. I made sure the Pop-Tarts animation was simple and templated allowing for quick iterations of each new flavor match-up.

We increased engagement with followers capturing measurable results on their favorite flavors.
This helped strategize which flavors to focus on for future campaigns.

These are the slides I had created to sell-in the idea. I drew sketches to illustrate what the posts would look like and a “bracket” detailing how it would work.