Digital Marketing Strategy  |

TikTok Sensation ‘Little Moons’ expands digital marketing strategy


Having a structured digital marketing strategy allows you to prioritise and focus solely on the end goal – connecting, engaging and encapsulating your target audience. 

Little Moons shows how having a solid digital marketing strategy helps you to plan for the future ensuring you capitalise on going viral effectively.

Before we jump into the nitty-gritty, what is digital marketing and why do we need it?

Digital marketing is essentially all of your marketing efforts used across the internet or an electronic device. Digital marketing uses social media, search engines such as Google, email and websites to connect your audience with your brand.

Now we know what digital marketing is, why do we need it?

Digital marketing allows us to reach a wider audience otherwise out of reach through traditional methods such as print press or billboards. Digital marketing is often more cost-effective because you can measure your success and target customers who are more likely to purchase. This idea of being more targeted is where it is so important.

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

What are viral sensation Little Moons?

Back in January 2021, these little mochi ice cream balls burst onto our TikTok accounts creating a stir across the platform. Whilst in lockdown the craze went wild driving customers to purchase the bite-sized ice cream desserts. Little Moons saw sales skyrocket placing their brand well and truly at the forefront of consumers minds.

After seeing over 15,000 videos made by customers trying out all of the different flavours and the trend seeing over 150 million views, Little Moons could have pumped more money into social media and risked being another one-hit-wonder. What did they do instead? The team reviewed the strategy and stuck to their business goals. This mentality and pre-planning have allowed them to capitalise on the success and broaden their horizons without risk of plummeting sales.

Little Moons target audience is typically people in their 30s and 40s so this is where they needed to focus their brand awareness next. The TikTokers who went crazy for the viral mochi treats are typically in their teens and 20s. Therefore, Little Moons made the decision to stick with their digital marketing strategy and push forward with targeting the 30-40s age range. So what happened next…

Brand Refresh Cotswolds - Riley And Thomas
Brand Refresh Cotswolds - Riley And Thomas

Little Moons expanded digital marketing strategy released

“Our strategy to move into TV and outdoor doesn’t reflect a walking away from digital at all, because TikTok and paid social are still a part of our mix.”

Ross Farquhar, Little Moons

It’s interesting to hear how Little Moons are taking a size step across to TV expanding their marketing mix and ultimately reaching an older audience. Going viral has allowed them to be everywhere making them desired in most food stores however, after weighing up the idea of TV/broadcast media and paid social media. Their target market is influenced heavier by TV and broadcast media making it more cost-effective.

Little Moons decided it was time to act like the big brands and invest in their future by expanding their digital marketing strategy which will allow them to grow as a business. Remaining future-focused can be challenging especially when you want to recreate the high times of going viral, but sometimes it’s best to let the past remain as a treasured memory and focus on what the brand needs to move forward.

Whilst Little Moons retains a strong social media presence, they can now be seen on TV adverts specifically in between Gogglebox and First Dates. Being this specific helps a business to get sufficient funding without fear of the marketing team blowing it and seeing 0 results.

Results are so important to Little Moons, they measure everything prior to initiating a new element of their digital marketing strategy and then after. This allows for good reporting and brand tracking. Here at Riley and Thomas we really admire Little Moons work and how they’ve catapulted the little mochi ice cream balls into the limelight. We are sure there are big plans for 2022 and we cannot wait to see where their strategy takes them next.

Photo credit: Little Moons

Looking into the new year, businesses must be encouraged by digital marketing and embrace the opportunities it brings. It is simply a  fundamental part of an overall marketing strategy and should be looked at in fine detail. As digital marketing experts in The Cotswolds, we can help transform your digital marketing to suit your consumer’s needs.

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Digital Marketing Strategy

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