Aperol

The objective

Stirring up brand affinity and cultivating community

Aperol, the iconic bittersweet aperitif under the Campari Group, is synonymous with the Italian art of the aperitivo. To introduce the Aperol Spritz to a new generation of Canadian consumers, the brand looked to TikTok to spark mass awareness while celebrating its authentic heritage.

As a first-time alcohol advertiser on the platform in Canada, and navigating a restricted category, Aperol’s mission was to prove that a clear, consistent message combined with the right targeting, could drive cultural relevance. By targeting a broad audience of users aged 25–54, the brand aimed to establish a high-impact presence that turned audiences into spirited fans.

The solutions

Scaling awareness through high-efficiency placements

Aperol distilled a campaign strategy centered on effortless discovery and accessible lifestyle messaging. The campaign leveraged an efficient mix of Top Feed and In-Feed Video solutions to reach their desired target audience, ensuring the brand was front and centre in the community's feed.

To ensure the creative felt organic to the platform, Aperol transformed traditional brand spots into snappy, TikTok-first cuts that leaned into the vibrant aesthetics of an Italian summer. By highlighting the cocktail's storied heritage, the creative invited audiences to indulge in a digital getaway. This approach sparked a sense of "vacation FOMO" as summer came to a close, successfully establishing the Aperol Spritz as the must-have drink for social connection.

The results

Raising the bar with remarkable full-funnel impact

Aperol’s 5 week campaign flight proved that TikTok can move the needle on even the most challenging brand metrics. Aperol outperformed benchmarks with a remarkable +8.1% lift in Purchase Intent and a +7% lift in Brand Preference.

These results demonstrate active consideration in a highly competitive category, signaling that audiences were ready to embrace the Italian art of the aperitivo for their next hangout. Additionally, the brand saw an +18% lift in Ad Recall, confirming that the creative resonated deeply with leaned-in audiences. Now that’s a toast to a truly spirited campaign!