Cheetos, owned by the global company PepsiCo, is one of the world’s most popular snack brands.
It is renowned for its distinct cheesy flavor, crunchy texture, and an extensive range of flavors that cater to diverse consumer preferences, from mild cheddar cheese to flaming hot.
To promote its new launch in Egypt, Hashtags shaped Cheetos, the Brand sought to leverage the TikTok platform to generate awareness. Cheetos opted to launch the new product through a hashtag challenge on TikTok, an excellent solution to create buzz around the launch. To make the campaign even more interactive, a branded effect was also created.
The campaign ran for 4 weeks and targeted the genZ community on TikTok, aiming to engage and entice them with the new product.
The Solution
Combining Branded Effect and a Hashtag Challenge led by creators
To power the hashtag challenge, Cheetos leveraged the TikTok Creator Marketplace to identify some of the most popular young creators in Egypt. Since the campaign included a dance challenge component, the brand chose creators who were also known for their Music Lipsync content.
Using the Cheetos Branded Effect as their background, each creator showed off their best “zigzag dance" to the tune of upbeat original music developed for the campaign. In the captions, the creators encouraged their followers to participate in the challenge by using the same Branded Effect and performing the “zigzag dance" themselves. All videos incorporated the hashtag #شيتوس_هاشتاج_ورقصة_الزجزاج.
To maximize the campaign reach, Cheetos leveraged Spark Ads to boost the creators’ videos and ensure reach on the campaign’s target audience. It wasn’t long before thousands of TikTok users and other creators joined the challenge!
The Results
Achieving significant reach and brand lift success
The campaign registered groundbreaking results that surpassed benchmarks.
The creator-led content paired with Spark Ads led to a massive reach of 11.3M unique TikTok users. Videos using the Hashtag Challenge also racked up 92M Video Views. This is twice the benchmark number for Hashtag Challenge views in Egypt!
Partnering with TikTok creators to lead the campaign proved to be an effective strategy for creating virality. Over 13,000 videos were generated using the hashtag, exceeding the benchmark for similar campaigns in Egypt by more than three times.
A Brand Lift Study was conducted to gauge the campaign’s impact on brand perception. The study found that the campaign resulted in an +8.4% Ad Recall uplift, indicating its memorability for TikTok audiences. Additionally, there was a +13.3% Brand Awareness uplift, further demonstrating the campaign’s success.
Start your own trend on TikTok to get your target consumers participating! Visit TikTok Creator Marketplace to find creators to lead your campaign.
Increase in View-Through Rate vs. industry benchmarks
>60%
Share of Voice in GCC and UK
The Objective
Showcasing Abu Dhabi as a premier summer destination
The Department of Culture and Tourism (DCT) is Abu Dhabi’s governmental organization in charge of developing and promoting local and international tourism to Abu Dhabi. DCT’s travel marketing strategy is built on the foundation of showcasing the emirate of Abu Dhabi as a premier destination for every kind of traveler. Thrill-seekers looking for action-packed adventures can enjoy an adrenaline rush at Yas Island, heritage lovers can visit historical landmarks, and more laid-back travelers can choose from a myriad of luxurious dining options.
For their summer campaign, DCT turned to TikTok to show how summertime was a fantastic time to visit Abu Dhabi. DCT aimed to target travel enthusiasts across Gulf countries and the UK, and generate awareness and excitement around the emirate’s many tourist destinations.
The Solution
Partnering with TikTok creators for an interactive travel video series
To drive their message in an authentic and engaging way, DCT decided to partner with TikTok creators to demonstrate first-hand why users should travel to Abu Dhabi.
DCT collaborated with the creator Vlada, better known by her TikTok handle @notyourlocalhabibi, who is known for her comedic and relatable videos. To show just how Abu Dhabi is the perfect destination for travelers of all ages, Vlada was paired with the “coolest Grandma" who gamely participated in travel activities (including “burning rubber" behind the wheel at the Formula One race track!).
The unlikely pair embarked on a series of travel adventures that boasted tourist places in Abu Dhabi. Vlada posted each adventure on her TikTok account, reaching her 1.3M followers. What made the campaign even more fun was how engaged the viewers were, taking the time to comment on the videos to suggest what the ladies should do next!
After the Yas Marina Circuit where grandma stepped into the driver’s seat of an F1 car, Vlada and grandma headed to brunch where they enjoyed “epic" mocktails and food. Next stop was CLYMB for some adrenaline rush, where the pair made viewers laugh as grandma beat Vlada with her rock climbing skills.
The last destination was the Al Ain Palace to celebrate Eid! Wearing beautiful abaya dresses, the ladies explored the majestic halls and pathways of the luxurious 4-star hotel. They also handed eidiya to children (gifts traditionally handed by older relatives to children during Eid) and enjoyed some authentic Emirati food.
Celebrating a religious holiday while immersing in the local culture was the perfect way to end the fun TikTok video series. To amplify reach, DCT leveraged Spark Ads to boost the creator videos targeted towards users who were interested in travel.
The Results
Achieving significant milestones at an efficient cost
Not only did the campaign reach a massive audience of 20 million users across the GCC region and United Kingdom, it also achieved over 60% in Share of Voice (SOV).
Compared to industry benchmarks, the campaign had a 125% increase in view-through rate, with many of the viewers engaging with the videos and leaving comments. From a cost efficiency standpoint, DCT also saw a 75% decrease in cost-per-view, proving that creator-led content was effective in maximizing advertising budget.
Are you in the travel industry and planning your next travel marketing activation? Partnering with TikTok creators is one of the most effective ways of engaging travel enthusiasts. Visit TikTok Creator Marketplace and start discovering creators for your next campaign.
