Nesquik

The Objective

Unlocking a new generation of customers

Nesquik, the iconic chocolate milk brand, embarked on a flavourful adventure on TikTok as it marked its 70th anniversary. With the aim of connecting with a new generation of customers while evoking the cherished memories of parents who grew up with Nesquik, the brand sought to bring the joy of its childhood experience to today's families. TikTok, with its massive community of people across different age groups served as the perfect launchpad for the campaign to reach generations of Canadian families eager to pass on the Nesquik magic.

The Solution

Sparking joy and enhancing reach with key Nesquik moments

To recreate the Nesquik nostalgia, the brand turned to TikTok's ad solutions, mainly Spark Ads, featuring a combination of branded assets and creator-led videos. Spark Ads allows brands to leverage organic TikTok posts in ads using their own posts or posts from creators, with their authorization. These ads seamlessly blended into the For You page, capturing attention and stirring up nostalgia.

For the creator videos, Nesquik worked with TikTok Marketing Partner TikTal, to enlist  @ongsquad and @sonsoflegend who crafted authentic content that showcased their connection with family traditions and the joy of Nesquik moments.

Lastly, two brand lift studies were conducted to measure incremental lift between the brand’s own posts and the creator videos. The studies delved into key metrics such as Ad Recall, Brand Familiarity and Purchase Intent.

The Results

Stirring up nostalgia with upper-funnel success

Nesquik's campaign not only reached a wide audience but also successfully struck a chord with parents and families. With a 39.6% lift in Ad Recall, the brand lift study revealed that the use of creators had a significant impact on the campaign’s performance over time. Engagement from Spark Ads also soared as audiences interacted with the content, generating a unique reach of 1.3 million and over 17.3 million video views, reinforcing the brand’s position as a timeless treat for families. What a sweet success!