KEY RESULTS
37%
Lift in ad recall
+24pts
Lift in purchase intent
2.1%
Sales uplift
Driving brand awareness and purchase intent through TikTok content creators
The way we use ketchup says a lot about our personality. Do you like to have a neat blob of ketchup on the side that you can dip your potato chips in? Or do you like to smother your plate of fries with some of that tomatoey goodness? This was the message that Libby's Ketchup wanted to drive with their brand awareness campaign in Saudi Arabia.
Manufactured by Nestle, Libby's Ketchup boasts a rich and delicious flavor made from 100% natural tomatoes. Its tangy taste profile makes it a great complement to everyday meals and snacks.
In line with the brand's fun personality, Libby's Ketchup wanted to show how everyone has a unique ketchup habit. To bring this message to life, they tapped into the creativity of content creators on TikTok.
Boosting creator-led content with TopView and Spark Ads
To achieve the campaign's objectives, Libby's Ketchup leveraged both branded and creator-led content. To find the right creators, the brand used TikTok Creator Marketplace, TikTok's official platform for brand and creator collaborations. Among the creators they partnered with was @zozbakrtv, a popular creator known for his relatable and humorous content.
One of his videos showed how Libby's Ketchup makes a great addition to almost every snack situation. Driving to a restaurant for a kebab sandwich takeaway? Having a pizza picnic at the park? Chilling on the couch with a bowl of chips and your favorite TV series? Grab that bottle of Libby's Ketchup!
To maximize visibility, Libby's Ketchup leveraged Spark Ads. Spark Ads allow brands to boost existing creator content, maintaining the native feel of standard TikTok videos. As a result, audiences are able to engage with a brand's content in an organic and authentic way. And it wasn't long before the TikTok community chimed in with their own ketchup habits!
TikTok takes brand safety and reputation seriously. This is why it has partnered with badged TikTok meaurement partner OpenSlate to ensure the campaign videos adhere to brand safety guidelines. OpenSlate implements solutions that analyzes content that the brand's videos will run adjacent to. This ensures that the brand's ads are served next to safe content only, filtering out any videos with potentially unsafe/objectionable content. This resulted in a brand safety score of 99.08% in Verified Brand Safe Ad Impressions.
Achieving sales results by adding creativity to CPG brand marketing
The campaign showed that creator-led content amplified with Spark Ads was an effective way to engage customers and achieve sales results. Not only did the campaign lead to a 37% lift in ad recall, but there was also a 2.1% lift in offline sales.
TikTok Creator Marketplace made it easy to discover creators whose content and personalities align with the brand. The platform also made it convenient to brief creators, approve content and monitor performance–ensuring seamless campaign management from end to end.
By using TikTok's ad solutions to maximize reach, the campaign videos achieved a total of 58.3 million impressions at a cost-efficient $0.004 per unique reach.
Excited to start your own creator-led campaign? Visit the TikTok Creator Marketplace and start discovering new creators for your brand!
Client Testimonial
“In-store sales lift results in our Libby’s campaign showed an indicative proof point that brand and creator-led content in tune to the TikTok community tonality boosted through Spark Ads drives sales! The content delighted and engaged consumers, driving impact on short and long-term equity metrics all-encompassing in a brand-safe environment as verified by OpenSlate.”
–Maiada El Shahawy, Nestlé FOOD – MENA TEAM
