AICE

The Objective

In hot and humid Indonesia, ice cream reigns supreme. Being the pioneer in innovating good quality ice creams, ice cream company AICE Indonesia chose to tame the heat in cool fashion. Its goal was to strengthen the position for mochi ice cream while highlighting the brand's role as a pioneer in this space. With their #YangPertamaPasKenyalnya campaign, AICE Indonesia sought to bring chewy and refreshing goodness throughout the archipelago in the form of mochi ice cream by raising public awareness on the superiority of the product. AICE Indonesia had achieved previous success when collaborating with TikTok’s vibrant community, so the company looked to the platform once again to shore up its promotional campaign in innovative ways.

The Solution

AICE Indonesia wanted to delight its audience’s taste buds so it turned to what worked best in previous campaigns: a Branded Hashtag Challenge. In fact, this was the brand’s third foray into the world of Hashtag Challenges. For this challenge, #YangPertamaPasKenyaInya, participants were asked to perform a simple choreographed dance using TikTok's customized Branded Effect tool. The interactive filter came with upbeat music and prominently showcased AICE Indonesia's adorable mascot pounding mochi, which the users would then “eat” at the end of the video.

AICE Indonesia used a combination of solutions to cast a wider net and boost the Hashtag Challenge. It started with a Brand Takeover ad to drive people to the challenge page. This was complemented by One Day Max In-Feed Ads and Indonesia's first Interactive Gesture. Interactive Gesture is a creative format for reservation In-Feed Ads that allows users to engage with an ad whether its through tapping, swiping or other engaging interactions. This increases brand consideration and brand awareness, bringing brands closer to users. AICE Indonesia rounded out the promotion with Brand Premium In-Feed Ads to further drive users to the challenge.

By participating in the Branded Hashtag Challenge, users transformed into brand advocates, and the entertaining content that spawned from their creativity improved product and brand awareness. AICE Indonesia also actively recruited from some of TikTok’s top creators to help reach a larger crowd. The creators took part in the challenge and garnered nearly two million views.

The Result

For a campaign focused on icy delights, the response was flaming hot. The Branded Hashtag Challenge generated over 4.4 billion video views in just six days, with 2.5 million videos created. Following the campaign, AICE Indonesia also carried out a Brand Lift Study survey to gather data that can be used to empower future campaign efforts. Through the study, they found that ad recall hit 2.5% with 80% confidence level, which meant that AICE Indonesia successfully increased audience perception towards remembering its mochi.

AICE Indonesia’s ice cream mochi is now the dessert of choice for many thanks to TikTok’s creative community. Fun and frost makes the perfect mix, giving people fearing the heat something to chew on.