Ad Recall Lift* Purchase Intent Lift* In-Store Sales Lift** Kit Kat’s famous slogan has been encouraging the world to ‘have a break’ for decades. But the beloved chocolate brand also knows that everyone enjoys their breaks – and their Kit Kats – differently.
Kit Kat wanted to speak to the youth of Saudi Arabia with a creator-led TikTok campaign that sparked conversations around the best way to enjoy a Kit Kat.
With TikTok Creator Marketplace, the brand was able to partner with the top creators in Saudi Arabia to kickstart the conversation and lead a TikTok Hashtag Challenge. The playful debate got fellow creators and Kit Kat’s target audience involved in a memorable format that boosted ad recall and drove purchase intent among young people across Saudi Arabia.
Kit Kat’s campaign was centred around the #MyBreak hashtag, with each creator offering their own take on the best way to eat a Kit Kat: Do you take a bite from the bar? Eat one finger at a time? Or dip it in your tea? Turns out – it’s a hot topic.
The campaign was divided into three key phases:
TikTok Creator Marketplace enabled Kit Kat to search and partner with local creators from Saudi Arabia to create localised content that invited their target audience into the conversation.
Kit Kat took a unique approach by encouraging people to talk about how they personalise their experience with the brand – inspiring conversations that showcased product love in an authentic, entertaining way.
Kit Kat’s creator campaign reached over 14M unique users on TikTok. By partnering with creators on TikTok Creator Marketplace, Kit Kat sparked conversations that put people’s enjoyment of its product at the heart of the campaign.
By involving creators and users in the debate, Kit Kat created a memorable campaign that showcased brand love and still felt authentic. The brand saw a 3.6% rise in purchase intent as a result of the campaign and a 5.2% lift in in-store sales.
Start your own trend on TikTok to get your target consumers participating! Visit TikTok Creator Marketplace to find creators to lead your campaign.
*Source: TikTok Brand Lift Study **Source: Nielsen Matched Panel Analysis
KEY RESULTS
14.4%
3.6%
5.2%
The Objective
Creators starting conversations
The Solution
Engaging target audiences with a creator-led hashtag challenge
The Results
Boosting ad recall and driving in-store sales
Unique Reach Video Views Engagement videos created under Hashtag Challenge Ad Recall Lift Brand Awareness Lift
Start your own trend on TikTok to get your target consumers participating! Visit TikTok Creator Marketplace to find creators to lead your campaign.
KEY RESULTS
11.3.M
92M
710K
13.6K
8.4%
13.3%
The Objective
Launching Hashtag Shaped Cheetos on TikTok
The Solution
Combining Branded Effect and a Hashtag Challenge led by creators
The Results
Achieving significant reach and brand lift success
Reach Increase in View-Through Rate vs. industry benchmarks Share of Voice in GCC and UK
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.
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 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.
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.
KEY RESULTS
20M+
125%
>60%
The Objective
Showcasing Abu Dhabi as a premier summer destination
The Solution
Partnering with TikTok creators for an interactive travel video series
The Results
Achieving significant milestones at an efficient cost