LAY'S worked with the TikTok Creator Solutions team and engaged a total of 18 TikTok creators from different categories such as Comedy, Family, Lifestyle and food. The diversity in creators chosen allowed LAY'S to achieve a wide reach across TikTok platform.

The brand provided the creators with ample creative freedom to share the HTC in their individual content style, which generated a diverse range of content that were effective in encouraging audiences to participate in the HTC. For example, creator @longchunchun  (6.2M followers) used the HTC reward (an iPhone 14 pro max) as his video hook; @funnywiththinh (30.6k followers) hopped on the Wednesday dance trend; while @dnm1025 (3.1M followers) did an interesting transformation from real life to the gamified BE. 

The easy-to-follow nature of the HTC and the diverse creative content angles from the creators, helped to drive the immense success of the campaign.

Overall, LAY'S campaign saw impressive results in both HTC and BE achieving several metrics that outperformed the Vietnam market benchmark. The total number of HTC videos (189k+) created outstandingly exceeds the Vietnam market benchmark by nearly 2x, and total video views (272.7M+) exceeds the Vietnam market benchmark by nearly 1.8x! Similar for BE, videos with Branded Effect successfully reached 37M+ views which was 3.4x higher than the Vietnam market benchmark. 

“Thanks to the dedicated partnership with TikTok, LAY's has been able to engage with consumers like no one has ever seen before, breaking the many records on TikTok platform in Vietnam. The voice and the diverse creativity of TikTok creators have enabled LAY’s to spread the joy this Lunar New Year."

Tuan Vo
Brand Manager,  LAY’s

Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand!

Loved this read? You may be interested to check out how Mecca drove brand engagement with TikTok creators or how MAGGI used a remix challenge to generate buzz for their new product!

With the aim of driving full success and achieving optimal results in the campaign, the brand worked with TikTok Creator Marketing Solutions Client Success team to provide them with first-boarding technical support for their creator-led campaign.

As a relatively new user to TikTok Creator Marketing, vivo (Philippines) leveraged on the Creator Search & Discovery feature on TikTok Creator Marketplace to source for creators. The brand partnered with 5 strong creators based in Philippines, a mix of 1 micro and 4 mid-tier creators : @kattvaldez (34.1k followers), @itsjustinesy (275k followers),  @thedavevisuals (188k followers), @karlpatacsil_(804k followers) , @kevincharlesdc (485k followers). 

Coupled with a high clarity content brief from the brand and sufficient creative space for the creators to showcase each of their unique styles through the videos, vivo (Philippines) achieved great results with their creator-led campaign.

The brand saw an average engagement rate of 4.25%, cost per click as low as $0.37 and a total of 21M views! Apart from the huge success achieved in boosting brand awareness of the X80 series, the fuss-free campaign execution process was a bonus for vivo (Philippines) as well, as the brand seeks to continue leveraging on TikTok Creator Marketplace for execution of future campaigns. 

“TTCM enables us to promote KOL content along our own branded official assets, helping to make a more authentic and impactful campaign throughout TikTok."   —— Veronica Tan, vivo (Philippines) digital marketing head

Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand! 

Loved this read? You may be interested to check out how Mecca drove brand engagement with TikTok creators or how MAGGI used a remix challenge to generate buzz for their new product!

MAGGI worked with the TikTok Creator Solutions team to oversee the campaign management, from creator shortlists to creative consultation. The brand worked with a diverse mix of six Malaysia-based TikTok creators, including @im_siowei (2.6M followers) , @sonicwebs (1.5M followers) , and @deadpudds (535k followers) to create excitement and get the MAGGI Pedas Giler remix challenge rolling.

The campaign’s success was largely driven by the native style of the published content as they are well integrated with the content style of each TikTok creator. Additionally, the creators’ content well leveraged on various creative assets such as music, dance, skit or user interactions, which was key to driving high engagement and views. The consistent aesthetics and transitions used in the creators’ videos, not only kept users engaged but also effectively highlighted the MAGGI Pedas Giler’s unique selling proposition at the same time. 

Overall, the campaign resulted in brilliant results, with over 12M views and an outstanding 9.97 seconds/average watch time per video view, nearly 5 seconds above the benchmark average. 

Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand!