Saikebon

The Objective

Founded in 1948, STAR is an iconic brand in the kitchens of Italian families, responsible for the country’s first ready-made sauces and purees. To generate awareness about its Saikebon noodles and create a viral brand moment, STAR came to TikTok for a fun and engaging Hashtag Challenge.

The Solution 

Setting out to engage TikTok users across Italy, Saikebon, the youngest brand in the STAR family, launched the #TakeEatEasyChallenge to boost engagement and increase its follower base. 

Calling on users to show how they take it easy in their daily life with Saikebon, the challenge successfully conveyed the message that Saikebon is the smart and fast solution to quick meals with zero fuss. Fun, easy to follow, and totally irresistible, the #TakeEatEasyChallenge was an instant hit – thanks in large part to the brand’s partnership with popular TikTok creators. Bolstering the challenge’s profile even further, the creators added a healthy dose of authenticity to the campaign, at the same time as promoting participation. 

The creator videos were then used as either TopView or In-Feed Ads across the platform to capture the imagination of the wider Italian TikTok community.  

The Results 

The #TakeEatEasyChallenge successfully enticed hundreds of thousands of young people to engage with and share the campaign, resulting in an incredibly effective brand exercise that resonated perfectly with its target audience. 

An astonishing 684 million Hashtag Challenge video views were recorded during the campaign, alongside close to a quarter of a million video creations using the challenge’s hashtag. A seriously impressive engagement rate of 11% showed a genuine interest in the campaign from the community.