Successful social media campaign continues: Mio Mio Grandma Marta delights millions of viewers with Tik Tok videos

Granfluencers are the order of the day. Granfluencers - a combination of the words "grandparents" and "influencers" - are older people who are active on social media and entertain numerous followers with their posts. The amazing thing: Granfluencers are particularly popular with millennials and Gen Z. With a mixture of life experience, good humour, humour and self-irony, granfluencers poke fun at themselves and younger people - for example through typical expressions or outfits of Gen Z. Granfluencers are also becoming increasingly interesting in influencer marketing.

"Grandma Marta has already impressed with her first videos on Mio Mio's Tik Tok channel and has thus increased the perception of our brand from a completely different angle. In her videos, for example, Grandma Marta conducts a blind tasting of Mio Mio products in an authentically entertaining way or presents current Tik Tok trends in her very own interpretation," says Frederik Bergmann, Director Corporate Marketing at the Berentzen Group.

Granfluencers stand out from the crowd of influencers primarily due to their emotional components and thus establish a special connection with their followers. "In Mio Mio's Tik Tok videos, Grandma Marta breaks with the usual communicative imagery of a young, urban brand with a twinkle in her eye. She jokes about younger generations in an authentic and endearing way, and does so successfully. Her most successful video to date has been viewed over 4.4 million times on Tik Tok. The hashtag #miomiooma has well over 15 million views and the comments on Grandma Marta's videos are consistently positive," explains Bergmann.

Authenticity and cross-generational equality are the keys to success when it comes to granfluencers. "After the successful collaboration in early summer this year, we decided to produce a second season with Mio Mio Grandma Marta, so to speak. Mio Mio followers can therefore look forward to new, amusing videos this winter," concludes Bergmann.