Refisal Salimón

The objective

Recognizing the opportunity on TikTok

Refisal, by Brinsa, is the most important salt brand in the country and one of the most historically well-known brands by Colombians. In its constant search to approach the needs of Colombians, the brand diversified its product portfolio with different complements and different types of salt, and one of them is Salimón: a mixture that takes advantage of the Colombian cultural taste for applying lemon in all their preparations, both sweet and savory. This product was a special edition, which lasted for a limited time. However, it created such a positive feeling in Colombians that people asked for its return.

In a video on TikTok, the creator @villapai expressed his desire for this product to return and the brand, through active listening on the platform where it found that it was a common request from its consumers, decided to relaunch the product with 198,000 units that went on sale again, driven by the creativity of the agencies Name and Publicis. With this relaunch, the aim was to generate recognition and reach in the Colombian market.

The solution

The TikTok community at the center of the action

From minute zero, Refisal's campaign was 100% focused on the TikTok community. From @villapai's TikTok to thousands and thousands of people who organically asked for Salimón's return, the brand recognized and took advantage of the opportunity to relaunch the product, with more than 198k units available, and a strategic partnership with Rappi to facilitate the purchase. But that was just the beginning: the brand created paid content on the platform, with Top View and In Feed Ads formats to amplify the message, redirecting users to Rappi to place their orders.

Having been born from a user's request, the campaign occurred 100% within the platform, always managing itself with the platform's formats and connecting with Colombians who, within TikTok, were waiting for Salimón's return. Thus, the brand not only had paid content, but also a lot of organic content, born from content creators who happily shared the relaunch.

The result

A campaign on TikTok that sold everything

With a holistic strategy from the organic, the paid and the content creators, the campaign was a resounding success, demonstrating once again the potential that brands have to connect with TikTok audiences with ideas that arise from listening to users on the platform. The results, in this sense, speak for themselves.

The more than 198k Salimón jars were sold in their entirety. The brand had a 20.9% increase in ad recall, 6.2% in awareness and 96.4% positive sentiment on social networks. The campaign had 50.8 million views on TikTok, a 300% increase in clicks and more than 34k interactions, in addition to generating more than 70K new followers.