Spoon

Campaign Objective

Spoon aimed to strengthen brand awareness in Japan by combining high-visibility OOH with TikTok’s premium TopView placement to deliver sustained, high-impact exposure. To maintain awareness and drive continued engagement, the brand ran an always-on Reach campaign alongside a Sign-up campaign to encourage ongoing app usage.

Solution

To boost brand awareness in Japan, Spoon first maximized short-term exposure by running TikTok’s premium TopView placement during the highest-traffic weekend ahead of the OOH rollout. We then extended our reach with a two-week OOH campaign across Tokyo’s busiest districts, further amplifying awareness.

To translate this heightened awareness into app usage, we implemented a full-funnel strategy using TikTok’s Auction solutions—running Reach and Video Views campaigns alongside a Conversion campaign.

According to Kantar’s Ad Effectiveness Study, this consistent cross-screen exposure—linking off-screen (OOH) and on-screen (TikTok)—delivered standout results among the core 25–34 audience. Ad recall reached 1.1x the market benchmark, while brand favorability and intent to use delivered 2x higher lifts, outperforming benchmarks across all brand KPIs.

Additionally, the Conversion campaign achieved a 57% improvement in CPA [1] compared to the pre-branding period, demonstrating more efficient user acquisition and culminating in a successful full-funnel campaign.

Spoon set out to build trust in Japan to scale awareness and accelerate new user acquisition. In partnership with TikTok, we ran a UA-led full funnel strategy that reached 54% of the core audience. The campaign resonated strongly amongst 25-34 years old, with a multifold impact against norms for "self growth and expression", driving a +6.9pt lift in Brand Favorability [2]. The campaign also drove a 1.5x increase in new users [1]. Overall, this was an effective full funnel campaign that supported both awareness and conversion.

Jiyoung Ryu

Performance Marketer, Spoon

[1] Source: TikTok Internal Dashboard

[2] Source: Kantar Ad Effectiveness Study. Spoon JP, n=600, July 2025. Kantar norms based on 15 JP Kantar Ad Effectiveness campaigns in past 3 years on TikTok: Ad recall +13.2%, Favorability +3.5%, Intent +5.9%