Coca-Cola
Bringing Coca-Cola to the TikTok community table on Hamburger Day
The Objective
Burger with Coke, hmm…
Hamburger Day is the perfect day to enjoy this true culinary delicacy, whether with a classic hamburger, a handmade gourmet sandwich or even a veggie burger.
For Coca-Cola, whatever the burger choice, what the brand really wanted was to quench the thirst of people to make this combination even more magical on this date. And so they came to TikTok with the goal of becoming synonymous with the meal - on Burger Day and beyond.
The Solution
Winning by the stomach
If the idea is to make the community associate the brand with the meal, why not trying to catch them by the stomach? That's what Coca-Cola did: they teamed up with the delivery app iFood for a TikTok campaign that gave consumers a nice discount on hamburger combos with an ice-cold Coke. The action was designed for Burger Week, the week in which Hamburger Day happens. And, to promote the offer, there is nothing better than having the full creative potential of our community of creators.
Coca-Cola worked with three profiles suggested by the Creators Solutions team here on TikTok: @casalporsaopaulo, @casaldoreview and @nerdsfamintos. Each one created videos in their own language, with that light and fun tone that the community enjoys so much, eating different types of burgers while drinking a can of Coca-Cola.
The content was boosted directly from their @s with the Spark Ads solution, in two different formats: Top Feed and In-Feed Ads, always optimized to bring people to the iFood app. The first placed them in the first positions of the feed to have more prominence, while the second mixed them with the organic content of the “For you” page. The media strategy was made by OpenX.
The Results
Bringing in the Coca-Cola
Coca-Cola's TikTok campaign was a success! The ads yielded more than 150,000 clicks, which led the community straight to iFood at a competitive cost per click. The highlight among the ads was a Top Feed with the interactive Pop-out Showcase add-on, which makes an image of the product jump on the screen and yielded a CTR 65% above the format's benchmark.
The visibility and engagement that the brand had with this media strategy also helped to bring business results, of course. According to a Brand Lift study that Coke ran with TikTok, the campaign brought an incremental increase of 7.8 points in ad recall and 5.2 more points in association with hamburger. Coca-Cola was even the brand most associated with the meal compared to competitors.
See how creators can help you achieve brand goals?
We, as a brand, want to communicate more and more with our consumers in ways that make sense to them. Coca-Cola's Burger Week campaign on TikTok achieved this goal, using videos produced by creators in their own languages, targeted at their audiences. In a light way and, at the same time, encouraging the purchase of hamburger combos with sugar-free Coca-Cola, the idea was to show how we can make this meal even more magical.
The videos produced by TikTok creators made the campaign light and relaxed, while focusing on encouraging the purchase of hamburger + sugar-free Coca-Cola combos. The language aimed at the audiences of each influencer and the compositions of the videos made it possible to increase the connection with the target and the association of Coca-Cola with Hamburger Day.
