One trip to the grocery store is all it takes to notice the fierce competition in food marketing. With new products coming out all the time and an endless array of options to choose from, food brands are kept on their toes. Staying relevant in the eyes of consumers is a must.
A multinational butter brand in the Philippines was facing declining market share due to local competition and that fact that they had shied away from advertising campaigns for some time. And while it made sense to highlight the brand by sharing recipe videos, this was already a well-worn trope among Filipino food brands.
ADA’s task was to find unique ways for the brand to stand out. The client worked with ADA to produce distinctive creative assets and launch a branded hashtag challenge on TikTok. The viral nature of Hashtag Challenges (HTC) on TikTok means branded hashtags can achieve a massive reach in a short time. TikTok HTCs invite other users to film themselves taking part in a challenge. And as more users interact with the hashtag, the more it becomes trending content on their For You feed.
To reach the client’s target audience, ADA developed a branded hashtag with two main objectives:
The idea behind the HTC campaign was to delight and entice TikTok users to indulge in savory, sweet, and buttery meals that looked, smelled, and tasted even better with butter.
Putting together a successful branded hashtag challenge on TikTok meant incorporating all the elements of a TikTok video: music, mood, influencers (micro and macro), ads, and a reward for participating in the challenge.
The campaign relied on three essential marketing solutions that enabled ADA to increase and sustain traffic and performance on TikTok.
Throughout the campaign, ADA tracked the impact of the HTC from several KOL-led creative variations and also measured performance based on ad impressions, reach, likes, and shares.
You “butter” believe it! Over a three-day campaign period with ADA, the client’s Hashtag Challenge achieved: