King's Hawaiian

The Objective

Establishing new traditions

King's Hawaiian is a family-owned bread brand known for its famous Hawaiian Sweet Rolls. It came to TikTok to increase awareness for its Slider Sunday initiative, which encourages people to turn cooking with King’s Hawaiian products into a weekly ritual. By bringing Slider Sunday to TikTok, the brand hoped to inspire the community to create food, connect with loved ones, and share in the experience of a delicious meal utilizing King’s Hawaiian sliders on Sundays.

King’s Hawaiian partnered with Later Influence™ (formerly Mavrck), a badged TikTok Creative Partner, throughout the campaign, to get their support with planning, sourcing creators, and producing the highest-quality content.

The Solution

Teaming up with creators

Prior to this campaign, King's Hawaiian didn't have enough content to promote Slider Sunday on a weekly basis. So, they worked with Later Influence™ to create videos with 16 different TikTok creators, all of whom crafted slider recipes using a King's Hawaiian product for Slider Sunday.

King's Hawaiian and Later Influence™ selected creators with a variety of followings and content styles, meaning the videos could appeal to just about anyone. They saw recipes for breakfast sliders, s'mores sliders, meatball sliders, aloo tikki sliders, fried chicken kimchi sliders—you name it, they cooked it.

All these recipes were shared through a vast array of creative styles, from videos with fast-paced cuts to ones with soft lighting and voiceovers. And at the heart of the campaign was a popular TikTok community: #foodtok. (Working within the bounds of an established and passionate community is a great way for brands to reach viewers where they're at and make content that speaks to their interests.)

King's Hawaiian ran the campaign using In-Feed Ads targeted at users interested in relevant content areas, like food, cooking, and #mealinspo, to ensure the delicious recipes reached the most engaged viewers.

The Results

Mouthwatering performance

TikTok ran a Brand Lift Study and an NCS Sales Lift Study to evaluate the outcome of the campaign—and the results were impressive. The brand's creator-lead strategy achieved a 41% increase in Ad Recall (+32% higher than norm) and 18.4% increase in Awareness (+14% higher than norm).