Takis

Objective

Takis, known for its intensely flavoured rolled tortilla chips, aimed to amplify brand awareness and engagement among its core Gen Z audience on TikTok. The challenge was to connect with this demographic authentically, maintaining the brand's desirability without risking overexposure. Takis sought innovative activations that tapped into its brand territories of spice, fire, and extreme flavours.

Solution

Takis implemented a comprehensive TikTok strategy centred around a Branded Mission (BM) and Branded Effect (BE), complemented by TopFeed and Video Views. Branded Mission is a solution that allows brands to crowdsource content from TikTok's creator community. It enables brands to set a brief for a campaign, and creators can submit videos that fit the brand's vision. With Branded Effect being a creative tool that uses augmented reality (AR) and interactive filters to bring brands closer to their audience, allowing users to engage with brands through immersive video experiences.The centrepiece of the campaign was the Branded Effect, designed to immerse users into "Takis World," incorporating the brand's spiral design and fiery elements. Takis partnered with TikTok creator Tommy to develop the Branded Effect.To create the Branded Mission concept and sample videos, Takis collaborated with influencers through a TikTok Creator Exchange (TTCX) Content Licensing Program (CLP) package. Takis was only the second advertiser in the UK, after Nike, to utilize the TTCX CLP. Following the Branded Mission phase, Takis sustained momentum with a custom CLP campaign, leveraging additional creator content. The campaign was also supported by a Brand Lift Study (BLS).

Results

The Takis TikTok campaign significantly impacted brand metrics and set new benchmarks within the CPG snack category.Key Outcomes:

• >20M Impressions Delivered & 5.8M Reach: The campaign achieved substantial visibility, extending its reach to a broad audience on TikTok.

• 1.2M Organic Views: The Branded Mission and Effect sparked user-generated content, resulting in significant organic views.

• +12.5% Ad Recall: The campaign exceeded the UK average for ad recall by a considerable margin, demonstrating high memorability.

• +2.9% Familiarity: The campaign increased familiarity with the Takis brand among the target audience.

• +3.2% Purchase Intent: The campaign drove a notable increase in purchase intent, a challenging metric to shift in branding campaigns.

Conclusion

The Takis TikTok campaign demonstrated the effectiveness of Branded Missions and Effects in engaging Gen Z. Its success has paved the way for other CPG brands to start exploring how they can engage with Gen Z effectively.