Big Milk

The Objective

Big Milk is one of Poland’s most popular ice cream brands – from sticks, to cones, to family-size freezer packs. When it came to launching their latest flavour, Big Milk Trio Crunchy, the brand came to TikTok for a fun and engaging campaign that would promote their products to a whole new audience across the country.

The Solution

Big Milk chose to combine a mix of some of TikTok’s most powerful ad solutions to give their completely new stick ice-cream the launch it deserved. First, Big Milk focused on reach and frequency by utilising TopFeed – our premium upper funnel platform for creating big brand moments. TopFeed allows brands to occupy the first In-Feed ad slot that appears on a user’s For You feed when they open the app. Next, Big Milk worked with a select group of TikTok creators to add authenticity to the campaign. The creators were given freedom to develop videos that revolved around the theme of summer and TikTok summer trends. These videos seamlessly integrated the new cookie-flavoured ice cream into their narratives, making it feel like an essential part of the season. One of the standout creators was Kamelemona, who brought her signature creativity and charm to the campaign. Her video, which creatively showcased the product's benefits, was one of the best-performing pieces in the entire campaign, driving high engagement and audience interaction. Tying the creative concept together, Big Milk featured a creator-made track that became the campaign's anthem – complete with crunchy sounds that highlighted both the product benefit and the product name.

The Results

The Big Milk campaign utilised a number of TikTok ad solutions to reach their target audience in a totally authentic way. As a result of their seriously native feel – and their work with creators – the campaign was able to generate some incredible metrics on a Brand Lift Study. Ad recall was up +15.7% following the campaign, alongside an impressive boost to awareness of +5.5%. And to top it all off, favorability saw a +6.9% increase.