Astra

The Objective

Encouraging active community interaction through short-form video

Astra, part of Flora Food Group Lanka, as a trusted household spreading, cooking and baking brand with a strong legacy in Sri Lanka. Deeply rooted in everyday cooking moments, Astra set out to strengthen its connection with consumers by moving beyond awareness and driving meaningful engagement around food creativity.

The primary objective of the Astra Endless Christmas Joy Challenge was to spark active participation on TikTok by encouraging users to engage directly with the brand’s content through comments. Featuring a well-loved food personality, the campaign invited audiences to comment for a chance to cook alongside the influencer in the Astra kitchen and be featured across Astra’s social platforms. TikTok was chosen as the ideal platform due to its highly engaged food-loving community and its ability to turn passive viewers into active participants through interactive, community-first storytelling.

The Solution

Turning viewers into participants through a comment-led challenge

To achieve its engagement-driven objectives, Astra launched the Astra Endless Christmas Joy Challenge on TikTok, a fully interactive campaign designed to spark conversation and community participation through comments. The campaign was anchored by a well-loved food personality, helping Astra connect authentically with food lovers while leveraging the influencer’s credibility and relatability to drive interaction.

The campaign centered on short, high-impact recipe videos optimized for 6-second focused video views, ensuring Astra captured attention quickly in-feed while clearly communicating the challenge mechanics.

This comment-led approach transformed engagement into a real-world participation opportunity, making audiences feel personally involved with the brand. By offering fans the chance to interact directly with a trusted food personality, Astra elevated comments from simple reactions into meaningful expressions of interest and intent, strengthening emotional connection with the brand.

TikTok’s engagement-focused buying solutions were used to amplify comments, profile visits, page likes, and follows, allowing Astra to efficiently scale participation while maximizing visibility. The creative execution stayed native to the platform, featuring authentic cooking moments, relatable kitchen scenarios, and visually appealing food shots that resonated strongly with everyday home cooks.

The Results

Where comments became a conversation and a community of food lovers

The Astra Endless Christmas Joy Challenge became a cultural moment on TikTok, turning everyday cooking into a platform for creativity and community. In just a few weeks, the campaign delivered 6.3 million impressions and reached over 2 million people, while generating 1.32 million 6-second focused video views, capturing attention quickly and effectively, according to internal performance data.

Engagement climbed as audiences were invited to comment for a chance to cook alongside a beloved food personality in the Astra kitchen and be featured on Astra’s social channels. The campaign drove over 5,000 paid comments, 15.9K paid profile visits, 115K page likes and 3.5K new follows, showing that viewers didn’t just watch, but actively participated. By transforming comments into real-world cooking experiences, Astra strengthened its position as a brand that celebrates creativity, interaction and connection, proving TikTok’s power to turn engagement into meaningful community participation at scale.