Froneri

About

Kaktus and TikTok are really matching brands - they’re about youth, fun and self-expression. They tried to provide information about the product, by adding colorful toppings with the “BOOM” effect, and also about fresh and joyful communication in TikTok’s style.

The Objective

In 2022 Kaktus ice cream launched a new product called BOOM, which featured a new popping coating with BOOM effect and a limited series packaging with TikTok logo. The changes were followed by cheerful and fresh communication on TikTok.The aim of the campaign was to create awareness of the new product line and ignite desire for the new ice cream (which would be reflected in the sales’ increase).

Solution

Kaktus and Tiktok created a campaign with bundled branding products and used premium, high-impact formats: TopView, Reach&Frequency, OneDayMax and Branded Effect. The campaign was also supplemented by auction in-feed activity. The star of the campaign was the product itself catching users' eye with the TikTok logo visible in the packshot. The campaign was measured with 1st party Brand Lift Study. The campaign was followed up with the Branded Effect campaign and engaged users who have already seen the awareness campaign (with audience retargeting) as well as new users (R&F campaign, OneDayMax).

The Results

The campaign drove strong results with lift in Ad Recall (+23,5%), which was 139% above TikTok benchmarks. It also generated +3,9% lift in Favorability, which means users liked the partnership between the two brands.In terms of engagement, the BE campaign generated 28% more Branded Effect Video Creations and 122% more Branded Effect Video Views than Polish benchmarks.Last but not least, all the above contributed to great success in sales: Kaktus Boom became number 1 in sales rankings among FMCG new products from March till June.