Marvis

The objective

Raising brand awareness for an innovative toothpaste brand

Marvis is an innovative Italian brand in the oral care sector. It has transformed oral hygiene from a simple daily routine to a true lifestyle experience. Acquired in 1996 by Ludovico Martelli, the brand has been completely repositioned, from packaging to the product, a key factor to its success and expansion.

On TikTok, Marvis previously activated their campaigns exclusively in dark mode, via Instant Pages. Given the excellent results achieved and the platform's strong potential to reach new audiences, a more structured strategy was launched in 2025: opening up the organic profile and increasing investments in digital advertising focusing on their key target markets: Italy and Turkey.

Working with their digital agency Moca, Marvis launched this new campaign with the key objective of raising brand awareness.

The solution

Scaling brand recognition with a collaborative creator strategy

Building on their ongoing success with brand campaigns on TikTok, this awareness campaign focused on partnership content. The strategy aimed to amplify brand awareness, engaging a large audience and optimising brand memorability through careful control of ad frequency. In the campaigns, Marvis used both Reach campaigns and Partnership ads with content creators delivered through Spark Ad campaigns.

From a creative perspective, a targeted video strategy was developed, with content designed according to TikTok best practices, yet fully consistent with the distinctive and recognisable identity of the Marvis brand. Production combined highly aesthetic and strongly branded content with more spontaneous and authentic content, thanks to collaboration with selected content creators. The latter helped bring the communication closer to the platform's native language, less self-referential, and more capable of generating real engagement, amplifying brand awareness in an organic and credible way.

The results

Massively increasing brand awareness and engagement through an authentic content approach

The partnership content campaign for Marvis was a huge success in growing the brand's awareness and engagement through their key audiences. The campaign saw a +46% improvement in reach, +135% improvement in scroll stop, and a +1228% increase in comments on campaign content.

These results showcase the effectiveness of working in collaboration with creators who already know how to effectively engage the target audience. Through the campaign.

The Spark Ads campaign brought the campaign content to life by showcasing the creator content in user's feeds, the native ad delivery limits scroll disruption and increases brand trust due to the authentic nature of both the content and the ad delivery.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.