Reheating a frozen brand with hot moves.

We created a hashtag challenge inspired by the song “The Macarena” (which sort of sounds like Michelina’s, get it?). To drive cultural relevance, we created a new, doesn’t-take-itself-too-seriously version of the song, with a music producer who lives on TikTok.

Then we partnered with a choreographer who’d created previous TikTok dance sensations. Her reimagined “Macarena” was perfect for an always-online generation. The challenge was seeded by a handful creators who encouraged their followers to join in on the fun.

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The Results

0 16 MM
views
0 1.19 MM
engagements
0 7.4 %
increase in brand awareness

We created a hashtag challenge built on the Macarena — it sort of sounds like “Michelina’s,” get it? To drive cultural relevance, we created a new, not-taking-itself-too-seriously version of the song with a music producer who “lives” on TikTok.

We then partnered with a choreographer who’d already created viral dances on the platform to reimagine the Macarena for an always-online generation. The challenge was seeded by a handful of TikTok creators who encouraged their followers to join in on the fun.

big
0 16 MM
views
0 1 MM
engagements
0 7 %
increase in brand awareness