C B L Foods International - Tiara
Making the hotline ring and the train seats full
The Objective
Scroll, click, board: TikTok Lead Gen turns clicks into full train seats
CBL Group continues to go beyond food by creating meaningful connections with people and culture. During the Kandy Esala Perahera, one of Sri Lanka’s most iconic cultural parades, many locals struggled to attend due to high travel costs and limited transport access. To bridge this gap, CBL’s flagship brand Tiara partnered with Sri Lanka Railways to provide a free train service between Colombo and Kandy, ensuring more people could take part in this celebrated national event.
To amplify this initiative, Tiara launched the රස හර යාත්රා campaign on TikTok with Aleph, using native Lead Generation ads for call bookings. This was Tiara’s first TikTok Lead Gen campaign, optimized for call based reservations, turning social engagement into confirmed train seats in a cost-effective way.
The campaign not only raised awareness and sparked engagement, but also delivered tangible community impact, showing how a leading food brand can merge purpose with digital innovation to preserve culture and promote inclusivity.
The Solution
TikTok Lead Gen clicks that connect straight to the hotline
TikTok wasn’t just about awareness anymore, it became a direct booking engine. Tiara tapped into TikTok Native Lead Gen, optimized for phone call leads, making train seat bookings fast and effortless. Users could simply tap, call and book their seats.
The Results
Turning ad taps into train seats bookings within the first 12 hours of the campaign
Leveraging TikTok Lead Gen + Reach Ads, Tiara launched a two-phase campaign to drive train seat bookings for the Kandy Esala Perahera.
Phase 1 – Pre-launch Lead Gen: Ads directed users to tap and call, instantly opening the dial pad for hassle-free bookings. This phase focused on call generation, making seat reservations fast and effortless.
Results:
15.9K+ clicks to the dial pad within the first 12 hours of the campaign
TikTok contributed to 69% of total train bookings.
Phase 2 – Event Day & Post-launch Reach Campaign
Once the journey kicked off, Tiara shifted to broad-scale awareness with TikTok Reach Ads running for 10 days.
Results:
25.9M impressions and 3.1M unique reach
31M+ engagements, including 300K+ interactive ad-on impressions
By amplifying the buzz, TikTok kept the rails packed with awareness and the event became a cultural moment.
Tiara රස හර යාත්රා campaign showcased the true impact of TikTok in driving both awareness and call to action. By partnering closely with the Aleph team, we turned engagement into quality leads while strengthening Tiara’s connection with our audience authentically. The success of this journey has inspired us to continue exploring TikTok as a platform to create even more meaningful and memorable brand experiences with our targeted audiences.