Arla Foods
Building awareness and driving sales for Arla Foods’ new dip amongst a whole new audience.
The Objective
Arla Foods is the fifth largest dairy company in the world. Dating back to the 19th century in Sweden, it’s synonymous with great tasting, healthy and natural dairy brands. When it was time to release their new product – Arla Köket Dipp – in Sweden, the brand came to TikTok for a launch with an impact.
The Solution
To ensure their campaign grabbed the attention of their target audience, Arla Foods deployed some of TikTok’s most impactful platforms: TopView and In-Feed. The TopView ad placement launched the campaign on day one – offering 100% sound-on exposure while occupying the full screen of all regional users upon launching the dipp. The native feel of the ad placement perfectly complemented the campaign’s creative, and helped to generate some astonishing figures for the short duration it ran.
Coupled with a TopView, Arla Foods were able to combine another of TikTok’s most effective platforms to continue the excitement around their product launch – In-Feed. Nestled amongst user generated content from across the community, these ads feel perfectly at home on the feed.
In the hope of gaining real, usable insights from their campaign, Arla Foods chose to run a Brand Lift Study alongside their ads. When you run a TikTok Brand Lift Study, we create two randomised groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. We then use a combination of polling and statistical techniques to measure the difference in key performance indicators – like awareness and ad recall – between the two groups, which can be attributed to your advertising.
The Results
The Arla Foods campaign successfully drove awareness for their new product across a whole new audience for the brand, registering 14 million impressions throughout its duration. An impressive +22% ad recall from the Brand Lift Study showed the content resonated well with people across Sweden. Brand awareness was also high, coming in at +10%, showing genuine interest in the content from the TikTok community.
Our strategic approach of combining a Top View-placement followed by In Feed ads has proven to be immensely effective in achieving our objectives. The power of this mix on TikTok has been evident in driving exceptional view time and delivering impressive brand metrics. We are thrilled for the significant uplift that surpasses benchmarks by over x2 in ad recall and an outstanding increase over x3 in awareness of Arla Köket’s new dip product. While we are well-versed in the brand lift methodology across various platforms, the substantial incremental impact we have observed from a single advertising platform like TikTok is exceptional.
Ready to get started?
By clicking the "Sign Up" button, you confirm your consent to receiving the TikTok for Business Newsletter and the latest updates, news, and events from TikTok for Business. Your information will be used in accordance with our Privacy Policy. You may opt out at any time.
