Haleon
Haleon achieves an uplift in brand metrics through a targeted TikTok campaign in Pakistan!
The objective
Haleon aimed to boost calcium awareness in Pakistan
Haleon, a consumer health company, launched a TikTok campaign in late 2024 with the goal of promoting calcium awareness in Pakistan, building a robust presence on the platform to enhance their brand positioning amongst consumers, while understanding the campaign's impact on their audience.
The solution
From Split Tests to Brand Lift: Haleon's Strategic Approach to building Calcium Awareness on TikTok
To optimize their video campaign performance, Haleon implemented a data-driven approach starting in November. They began by running a split test using the video views objective. This allowed them to directly compare different creative assets, specifically focusing on a celebrity-endorsed video emphasizing the importance of calcium intake. By analyzing the cost per 6-second view, they quickly identified the winning ad group – the creative that resonated most strongly with their target audience.
Building on this success, Haleon leveraged the winning creative, and similar assets in their subsequent campaigns. These ads highlighted the benefits of their calcium effervescent tablets, showcasing the ingredients and available flavors, while reinforcing the message of daily consumption.
This strategic use of proven creative, combined with a focus on reach, clicks, and video views, ensured maximum impact. Finally, a first-party Brand Lift Study was conducted to measure the campaign's effectiveness in increasing brand awareness and purchase intent. This comprehensive approach allowed Haleon to refine their strategy based on real-time data and achieve their campaign goals.
The results
From Split Tests to Brand Lift: Haleon's Strategic Approach to building calcium awareness on TikTok.
Haleon's two-month TikTok campaign proved a resounding success, establishing significant calcium awareness on the platform. The campaign garnered an impressive 152 million video views, reaching over 14 million unique users. Furthermore, the Brand Lift Study confirmed the effectiveness of Haleon's strategic approach, revealing an 11.7% lift in ad recall and a 4.2% increase in purchase intent, demonstrating a clear impact on both awareness and consumer behavior. Despite an off-peak campaign launch, the brand experienced significant growth in both volume and value, exceeding previous year's performance.
The results of the campaign on TikTok are phenomenal, reaching 14mn audience with 11.7% unprecedented uplift recorded: Highest in the history of Haleon Pakistan. It shows that a highly relevant audience for the brand exists on the platforms, waiting to be engaged in the right way. This campaign has set a benchmark for Haleon!
