Sweet Punk and BUT win Gold at TOPCOM Grands Prix Consumer
News
Sweet Punk won GOLD at the TOPCOM Grands Prix consumer, in the “Animation des réseaux sociaux” category, at the awards ceremony held on November 7.
Ekstend Group’s creative agency has won awards for its bold, offbeat strategy implemented this year for French furnishings giant BUT, and is delighted that this very “punk” project has struck a chord not only with young people, but also with communications professionals.
At the origin of this successful collaboration is BUT, which was struggling a little in early 2024 to connect with the young target audience present on TikTok. The brand entrusted the keys to its account to Sweet Punk and gave him carte blanche.
Between relevance and impertinence, the design work carried out by the creative teams was inspired by the methodologies used in standup. It skilfully combines the identification of behaviours and lifestyles, to be transcribed using humorous devices such as quips and parodies.
With its flagship concept “Ma maison, mes règles” (My house, my rules), the brand takes advantage of the freedom of self-mockery offered by Tiktok (and Sweet Punk by BUT), to poke fun at the difficulties young people encounter when it comes to equipping themselves.
Nathan, the slightly clueless decorating student, becomes the hero of the account, and the brand takes root in the hearts of GenZ.
Results in one year:
+60K subscribers
272K engagements
12 million views
3.78% average engagement rate