Showa Sangyo

The Objective

As a food manufacturer that processes one of the largest volumes of grain in Japan, Showa Sangyo has introduced the world's first tempura flour and holds the largest market share for popular food products such as pancake mixes, including "Manmaru Okina Pancake No Moto". In an effort to reach household consumers and parents, who are believed to spend a significant amount of time browsing food content on TikTok, Showa Sangyo has partnered with the marketing agency 'YRK&' to enhance their presence on the platform and increase brand visibility.

The Solution

To expand their reach and create new video content, 'YRK&' initiated Showa Sangyo’s partnership with creators. They narrowed their selection to relevant creators based on their marketing budget and target audience, who would promote their products in video content that could later be amplified through Spark Ads. The native ad format allows advertisers like Showa Sangyo to use creators’ videos in their ads, amplifying their product visibility to users on the 'For You' feed. As Spark Ad videos are strategically placed between other organic videos on the feed, it ensures minimal disruption in users' viewing experience. Creator videos also act as user-generated content that can authentically promote the brand’s products, influencing consumer purchase decisions through real-life scenarios and product usage. 'YRK&' and Showa Sangyo also ensured that the video creatives consistently promoted the theme "Fun Pancakes for Parents and Children", targeting relevant users at scale with a relatable message and driving greater product awareness.

The Result

Showa Sangyo’s campaign was a success, resulting in over 2.5 million impressions and more than 970,000 video views. These numbers demonstrate TikTok’s large user base and the ability for brands to reach relevant audiences through creative content. The campaign achieved 72% lower cost per view than their benchmark on other platforms, maximizing the advertising budget and increasing cost-effectiveness. Additionally, showcasing their product in creator videos helped boost Showa Sangyo’s brand recognition and improved consumer understanding of their product, leading to sustained sales and viewership growth. Positive feedback on the videos also provided valuable insights into the type of ad messaging that resonated with their audience for both Showa Sangyo and ‘YRK&’.