Milka

Objective

Milka, one of Europe's most beloved chocolate brands, set out to achieve an ambitious Traffic objective campaign to propel audiences to a dedicated landing page for an AI-powered activation with Dutch rapper Snelle.

The goal of the campaign was two-fold: first, to generate high-volume traffic to the website, and second, to ensure those visits were high-quality - meaning users who were motivated to engage with the interactive experience. By combining Milka’s family-friendly brand identity with the cultural relevance of Snelle, the campaign aimed to connect with Millennials aged 25 to 45, particularly families, while achieving its direct performance goals.

Solution

Milka and their agency, Publicis, implemented a layered, 13-week strategy, using continuous testing to ensure campaign goals were met. The campaign began with an awareness phase using branded assets. However, recognizing that the interactive activation - where users would enter a barcode to create a personalized, AI-generated song performed by Snelle - required a native, highly compelling push, the team pivoted their approach for the core traffic phase:

To overcome the initial friction of users clicking through but not engaging on the landing page, they shifted creative entirely, utilizing the TikTok Creator Exchange (TTCX) to source authentic, creator-led content. This content provided a more native, user-friendly experience on the For You feed, dramatically improving click intent.

This native content was then deployed through In-Feed Ads with a strict Traffic objective design, focusing on delivering high-quality clicks that were primed for interaction. This combined approach, along with precise targeting toward Millennials and families with children, successfully encouraged audiences to not only visit the site but to take the next crucial step: entering the product barcode to use the personalized AI song feature.

Results

The optimized strategy, powered by native creative and a performance-focused objective, resulted in phenomenal success across all metrics, setting a strong benchmark for traffic campaigns.

The campaign delivered a total of 59 million impressions - achieving 210% of the original plan. Crucially, the focus on authentic TTCX content drove significantly stronger results for the core objective: Link clicks finished 67% higher than forecasted, and the highly effective engagement and click quality drove the Cost Per Click (CPC) down to an impressive €0.19, achieving 38% lower than planned.

The Cost Per Mille (CPM) was an outstanding €0.67. By embracing a TikTok-native creative approach and strategically leveraging the Traffic objective via TTCX and In-Feed Ads, Milka not only hit but shattered their performance targets, delivering a case worthy of recognition.