Snack-bar maker Kind earlier this year enlisted the help of geo-targeted TikTok ads and TikTok influencers to help it attract consumers to a pop-up farmers market hidden behind a faux vending machine in New York City.
The Mars Inc.-owned brand credits the social-media app for a surge in attendance: Roughly 8,000 people showed up—a far cry from the 500 who attended a similar New York event Kind hosted in 2019, which the company promoted using Meta Platforms Inc.’s Instagram.
