“Do good and get goods” is the value exchange in Nature Valley’s first-of-its-kind TikTok execution.
The snack bar brand is leveraging the reach of TikTok personalities Stephen tWitch Boss and Alison Holker-Boss to crowd-source sustainability ideas that will encourage people to “reduce, reuse and recycle.”
As seen in this creative from media agency Mindshare and its Content+ creative studio, those who post a sustainable practice on TikTok using #ReTokForNature receive a promo code in the platform’s For You page that unlocks access to the ReTok Shop.
Timed to align with back-to-school season, ReTok Shop is stocked with such merchandise as backpacks and water bottles from L.L.Bean, Posted and other sustainability focused companies.
In addition, TikTok creators are adding their own items to ReTok Shop through Sept. 11.
“This is the first program on TikTok where a brand is rewarding users with a creator-curated shopping experience in return for sustainable practices. When you do good, you get goods,” Kate Herbert, senior brand experience manager, snack bars, at General Mills tells Marketing Daily.
It follows a smaller Nature Valley TikTok initiative during Earth Month in April when a filter generated a face on a “talking tree” that provided various environmental information.
“We saw a lot of participation in that,” says Herbert.
Postings on TikTok for the latest campaign include people saying they’re reducing computer screen time in favor of being outdoors.
“That seems to be a real trend. We’ve also seen posts about upcycling—using things like old candles or upcycling denim and making a new item out of it,” adds Herbert.
Nature Valley’s $3 million donation to the National Park Foundation has helped to restore thousands of miles of trails in National Parks, as explained in this video featuring actor and rapper Daveed Diggs.
The brand also has a presence on the advertising platform Good-Loop, in which watching a Nature Valley ad results in a tree being planted by The Nature Conservancy, according to Herbert.