Little Moons, TikTok & the long road to overnight success

In January 2021, in the depths of lockdown Little Moons shot to fame after going viral on TikTok. them, and mochi ice cream had become the most hyped treat in the country. Was this an overnight sensation or the product of years of graft? An extremely sophisticated approach to TikTok or a healthy dose of luck? And is it replicable for other brands looking to be the product on everyone’s lips?

About this event

We are very excited to be running a regular series where we gather brands from the community to share exactly how they do marketing.

In our How We Do Marketing series we’ll give you an inside view on how brilliant members of our community build their brands. The sessions will touch on everything from strategy and the role of marketing in different businesses to execution. Our aim is that you feel inspired by great work and fired up to go make things happen.

In January 2021, in the depths of lockdown Little Moons shot to fame after going viral on TikTok. ‘Going Big Tesco in search of Little Moons’ became a TikTok theme literally thousands of people were engaging with, the shelves of Tesco and Waitrose were being stripped bare as fast as their staff could restock them, and mochi ice cream had become the most hyped treat in the country.

Was this an overnight sensation or the product of years of graft? An extremely sophisticated approach to TikTok or a healthy dose of luck? And is it replicable for other brands looking to be the product on everyone’s lips?

About the speaker

Ross Farquhar, Marketing Director at Little Moons, will share the full story and, drawing on his experience both client- (Cadbury, Diageo, wagamama) and agency-side (101, Grey London), offer some thoughts on the value of having a plan at the same time as the room and inclination to be unashamedly opportunistic.

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