Cesar® Canine Cuisine

The objective

Building product awareness and fetching new trials

Cesar® Canine Cuisine, proudly a part of the Mars family of brands, isn’t just dog food, it’s a gourmet experience for your furry friends. Inspired by the belief that the best life is one that is shared between pets and their pet parents, Cesar® offers a wide range of textures and recipes designed to satisfy even the pickiest eaters. Cesar® wanted to reach more Canadian pet parents, aged 25-44 on TikTok, to drive greater awareness of its products and reinforce the benefits of their wet food options for pets.

The solution

Reaching new pet parents with upper-funnel solutions

Cesar® looked to further expand their customer base by tapping into the platform’s growing community of pet owners. For the creative, Cesar® partnered with TikTok Creative Exchange as a one-stop shop for its creative needs. TikTok Marketing Partner, #paid, further helped to find creators who could relate to the Cesar® brand’s target audience and would authentically educate them about the product. The creative spotlighted the versatility of the brand’s offerings, providing both emotional benefits of having well-fed pets, as well as functional benefits, offering a breadth of available recipes.

The 3-week campaign was activated through TikTok’s high impact and premium placements to reach the intended target audience. A combination of In-Feed Ads including Top Feed and TikTok Pulse ads was leveraged to drive mass awareness while contextually aligning with relevant pet content to increase consideration. Pulse ads place brands next to the top 4% of trending videos on TikTok, which allows brands to maximize reach and resonate with viewers more effectively. Additionally, Cesar® also partnered with TikTok and TikTok partner Dive Billboards for the first ever digital Out of Phone execution in Canada. Brand and creator assets were extended from TikTok to a billboard located in Toronto’s most high traffic area at Dundas Square, providing a second screen for new discovery and extended engagement. 

In terms of measurement solutions, a Brand Lift Study was conducted to fetch further insights on the campaign’s performance, with metrics such as Ad Recall and Brand Association to assess any shifts in memorability and perception.

The results

Tail-wagging triumph with higher engagement

Cesar® was able to drive results for its campaign, with the effective bundling of TikTok’s unique ad solutions. From creator assets to branded content, the In-Feed Ads helped yield a reach of 2.8 million with 58% higher Engagement vs. benchmarks. View-through rate for the ads also saw a lift of 155%, reinforcing the importance of TikTok-first assets. These assets also garnered 438K impressions on Out-of-Home billboards, via the TikTok Out of Phone offering.  Lastly, according to the Brand Lift Study, Cesar® saw a 7.2% boost in Ad Recall and a 2.4% increase in Brand Association, proving its creatives resonated with pet parents across Canada. Now that's what we call a pawsome success!