Aero

The Objective 

Aero is one of the UK’s best-loved brands – delivering its uniquely bubbly chocolate in bar, bag, and dessert form since 1935. To celebrate the launch of their latest product, Aero Melts, the brand came to TikTok for a campaign that would not only catapult their new snack into the hearts and minds of people across the UK, but drive offline sales in supermarkets throughout the country. 

The Solution 

Aero did not have the capacity to produce native TikTok content beyond branded assets, so instead, they utilised TikTok's Creative Exchange program to collaborate with Tribe and TikTok Creative Marketing Partners to source creator content. The program can enrich your campaign with innovative ideas and creative insights, ensuring your message remains at the forefront of TikTok's creative landscape to foster a dynamic and engaging brand presence.

In the hope of gaining real, usable insights from their campaign, Aero chose to run a Brand Lift Study and a Sales Lift Study with LiveRamp alongside their ads. When you run a TikTok Brand Lift Study, we create two randomised groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. We then use a combination of polling and statistical techniques to measure the difference in key performance indicators – like awareness and ad recall – between the two groups, which can be attributed to your advertising. With LiveRamp we are able to understand which assets, or combination of assets, worked the best at driving sales lift and customer lift.

The Results 

The Aero campaign drove some incredible results for the brand and their latest product. A total return on ad spend (ROAS) of £3.58 at the brand level was recorded, proving the efficacy of a campaign tailored towards driving sales through the use of engaging content. 

The results of the campaign also indicated that a combination of branded and creator-led assets was the most effective approach for driving sales lift – with 65% of spend uplift associated with users who saw both branded assets and creator-led assets. In comparison, just 8% of spend uplift came from users who saw only branded assets, proving the strength of a diverse campaign that makes use of TikTok’s creative community. 

In terms of brand lift, our study registered ad recall at an astonishing +11.1pp above the UK 2024 benchmark, and brand association at an impressive +6.03pp above the UK 2024 benchmark.

Index = (% of Total Uplift / % of Customers) * 100

If Index > 100: over-representation of the modality in the explanation of the campaign lift

If Index < 100: underrepresentation of the modality in the explanation of the campaign lift