How Mondelēz International Built TikTok's Biggest Snack Brands

With more than a billion monthly active users, the platform has become a popular medium for marketers looking to mingle with Gen Z

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It began with Nutter Butter.

A single cookie spins around on a bed while a phone, fastened to a tripod, records its antics. “Live look at me trying to figure out TikTok,” reads the accompanying caption.

In January 2020, Mondelēz International put its peanut butter sandwich cookies on TikTok to test out the social network. Would users care? Was the platform safe? How often should a corporate account post, and what should it post?

These were the types of questions the Chicago-based snack company, valued at $84 billion, hoped the brand could help answer.




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