Burger King® in Germany

The Objective

The mission of Burger King® Germany was to build a strong presence and an engaged community on TikTok to drive brand awareness and be top of mind for their audience. In addition, the brand also aimed to increase its following on the platform to communicate new product releases.

The Solution

To maximize their presence and reach on TikTok, Burger King® Germany implemented a holistic approach of paid, organic, and creator-focused content creations.

Burger King® Germany worked directly with TikTok creators to develop native advertising content and highlighted their new products using Spark Ads and In-Feed Ads, which enabled them to boost content within the For You feed among user-generated content.

The brand prioritized developing dedicated content themes for their organic TikTok account to create truly authentic videos that resonated with the TikTok community. They incorporated current trends in both their organic and paid content, ensuring that the videos were highly relevant to their audience and focused on topics that are relevant to the TikTok community, such as vegan food. This approach allowed them to successfully promote their new plant-based range on TikTok which lead to a viral organic video showcasing their pop-up plant-based restaurant.

The Results

Running from February 2021 - Decemver 2021, Burger King® Germany delivered consistent and effective campaigns, proving the power of using creator content and paid solutions to authentically engage with their target audience. The results were remarkable, with the brand achieving over 208 million impressions, 200 million video views and 2.6 million engagements. In addition to that, Burger King® Germany successfully grew their organic following to over 187,000 and garnered over 2.8 millionlikes since launching their TikTok profile @burgerkingde.