Savital

Objective

The First Step Towards a Crossmedia Strategy.

Unilever and its brand Savital launched a new line of products enriched with hyaluronic complex, targeting women over 18 years old in Colombia. To achieve effective coverage and measure the impact across various media, they implemented a crossmedia campaign (TV+OOH+Digital) focused on increasing product awareness and making a significant impact in the market, especially among young people aged 18 to 39, as it was being perceived as an outdated and unmodern brand.

Savital has always focused on ATL strategies, making this their first approach to 360 campaigns, which required a clear understanding of the brand impact that new platforms can generate.

Solution

Establishing connections leading to Results.

To address this challenge, Savital implemented an integrated campaign that combined multiple media and creative approaches. The campaign included effective presence on national television, OOH, social media, and video platforms. TikTok utilized its wide range of solutions to generate an internal strategy aimed at achieving the objectives on different levels:

1. Collaborations with Content Creators: Authentic and personal connection with the audience.

2. Cross Media: Detailed analysis with third parties to objectively and unbiasedly measure the impact or contribution of each medium to the campaign results.

3. Multiple Formats on the Platform: Use of Top View, In-Feed Video, Spark Ads, Dark Post, expanding coverage and frequency, and maintaining presence throughout the consumer journey.

4. Brand Lift Studio: A brand study running on the platform that allows us to measure the impact in terms of ad recall, awareness, keyword association, and the impact of the campaign we ran on TikTok.

Results

TikTok as a Maximizer of Results in Crossmedia Strategies.

TikTok enabled the brand to achieve impressive results, being crucial in optimally disseminating the message:

1. Target Optimization: TikTok was the second largest contributor to reach (63%) among ages 18-39, the main target of the campaign.

2. Incremental Reach: TikTok boosted the total campaign reach by 15%, a notable achievement in a massive campaign with strong reach media like TV.

3. Cost Efficiency: TikTok reached 818 GRPs during the campaign, exceeding the benchmark of 557, a 46% improvement, being more cost-efficient in terms of reach, with a return ratio of 1.4.

4. BLS: Achieved an ad recall of 20.9% (+16%) above the benchmark and awareness (+6.5%) 4x higher than benchmarks with this campaign.

TikTok, in particular, stood out by maximizing reach, achieving incremental reach, and ensuring an authentic connection with the audience, surpassing the results obtained in other channels. Additionally, the total campaign across all media achieved:

• 97% reach of the total target.

• Ad Recall of 37.1% and Awareness of 7%, representing a 20.9% and 291% increase respectively compared to the Latam benchmark, demonstrating the effectiveness of the comprehensive approach of a crossmedia campaign for a traditionally offline brand.

This success case demonstrates how a well-executed awareness strategy on TikTok can maximize the reach and effectiveness of a campaign, providing measurable and significant results for the brand, and how there is potential for the brand to continue generating results in the lower parts of the funnel.