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Context

Mustard, a well-known fast-food restaurant chain in Argentina, is celebrating 20 years in the market. Over this time, it has grown to become one of the leading burger chains in the country, competing with major international brands.

This year, on the occasion of the Copa América, the brand launched its new burger “Mega Epic Egg” in collaboration with Dibu Martinez. For this launch, a 360° campaign was developed.

Objective

With the campaign, the brand aimed not only to generate product awareness but also to renew its dialogue with Generation Z and expand its community.

Solution

To achieve this, they turned to TikTok. This platform was ideal for amplifying their message and creating a unique connection with a new audience.

The brand generated various contents using the platform's codes and collaborated with content creators, supported by TikTok Creative Lab and the execution by Winclap through TTCX, allowing the brand to interact closely and authentically with a broad audience.

With a solid strategy for booking and bidding on high-impact formats, Mustard scored big on the platform.

The developed content captured the interest of millions on the platform, and many even created related content.

Results

On TikTok, Mustard's launch was epic, as the connections were real. This was reflected in terms of reach, achieving 445% more than expected organically, and in terms of engagement. The conversation around the brand skyrocketed on the platform, representing a volume 335% higher than in previous months, and this engagement also translated into an 85% increase in the brand's followers.

In the end, Argentina won the cup, and Mustard won the hearts of many on TikTok.