Bolo Fest 2023

The Objective

Bringing Bolo Fest from TikTok to the parade

For over a decade, Liverpool has brought Christmas to life with 'Bolo Fest,' an iconic parade that blends tradition, magic, and the brand's essence. This event has established itself as a unique experience in Mexico, uniting families to enjoy vibrant floats, balloons featuring beloved characters, and spectacular performances. This year’s campaign aimed to reinforce Bolo Fest as the event that officially kicks off the holiday season, creating a space for togetherness and family joy.

Recognizing TikTok as the platform where trends are born and amplified, Liverpool chose it as the stage for their campaign to reach new audiences, ensuring an authentic and meaningful connection with consumers.

The Solution

Connecting generations with Branded Mission

To achieve its objective, Liverpool implemented an innovative strategy, introducing an original jingle for Bolo Fest for the first time, designed to connect with younger generations. The goal was to transcend digital boundaries, taking the sound from TikTok to the streets. The brand invited families to attend the event and created a unique identity for this edition by developing a fun, replicable, and accessible jingle and trend on TikTok. Participation was incentivized by awarding the five most creative and trend-aligned videos, inviting the winners and their families to experience Bolo Fest firsthand.

One of TikTok’s most effective solutions, Branded Mission, was utilized to inspire community action. A key part of the jingle was selected to simplify content creation and encourage users to join the celebration. Content creators played a vital role, driving co-creation and fostering participation both on and off the platform.

Building on the insight that TikTok users enthusiastically engage with dance trends, a simple and replicable choreography was developed. To maximize reach and engagement, strategic tools such as Branded Mission and Top View were deployed, ensuring the trend achieved visibility and resonated with the audience.

This mix of tools, creativity, and collaboration among the brand, creators, and users not only met the campaign’s objectives but also solidified TikTok as a key partner in amplifying the impact of Bolo Fest.

The Results

Increasing Bolo Fest's Visibility

The campaign achieved remarkable results, as measured through a Brand Lift Study (BLS), which evaluated the impact on awareness and perception of Bolo Fest:

• 1 in 5 people who saw the campaign expressed interest in attending the parade.

• An Ad Recall of 20%, highlighting the effectiveness of creative formats and the TikTok-driven strategy.

• The event garnered a reach of 50M views and nearly 1K videos on the platform.

• The Branded Mission achieved an engagement rate of 9.1%.

• Nearly half a million people attended the parade, cementing Bolo Fest as the official kickoff of the holiday season in Mexico.

These results underscored the campaign's success in authentically connecting with audiences and amplifying Bolo Fest's presence through TikTok.

Source: Client Internal Data, Liverpool; TT Ads Manager; TikTok Brand Lift Study, Nov 2023