Uncle Fluffy

The Objective

Dubai-based Uncle Fluffy is a Japanese cheesecake franchise with more than 25 global branches and 10 million customers. In addition to cheesecake sales, the brand is focused on opening new franchises all around the world.

Uncle Fluffy has built their brand heavily on TikTok. Known for their fun and engaging content, TikTok provides them with highly organic engagement that has a huge impact on brand awareness. To further build on this engagement, Uncle Fluffy wanted to take their TikTok presence to the next level and reach one million followers, up from just over 100,000 prior to the campaign. And what better way to do this than by promoting their own organic content with Spark Ads?

The Solution

Spark Ads is a native ad format that allows brands to boost their own organic content (or the content of other creators) as TikTok ads. Given that the Uncle Fluffy team is always keen on testing new products, they were one of the first few advertisers granted permission to test the engagement objective in order to acquire followers. The Uncle Fluffy team was up for the challenge and worked closely with TikTok to select some of the most engaging videos found on their profile - a quick win catering to the campaign's timelines with minimal back and forth. From leveraging TikTok trends, to storytelling teasers and product-focused videos, Uncle Fluffy utilized 11 different TikTok videos as Spark ads for the campaign, telling numerous stories while maintaining their product as a focus.

Given that the aim was to grow an international follower base to serve further business objectives, Uncle Fluffy's brand messaging was made in a fun and positive way that appeals to all backgrounds, while the use of Spark ads ensured the videos felt native to the platform. This not only helped them work towards their objectives by leveraging the brand's diverse library of content, it also assisted them in getting further visibility and increasing their engagement metrics on the selected videos.

It is also worth noting that Uncle Fluffy has developed multiple original characters that star in their content, whilst maintaining their brand colors to remain recognizable to users.

The Results

Uncle Fluffy's fan acquisition campaign achieved outstanding results. Within just 14 days they were able to hit one million followers by gaining 878,000 new followers purely through the efforts of this campaign. This result came with an optimal cost per follower that was 70% lower than other platforms where the client ran similar campaigns, resulting in a 5% fan acquisition rate overall.