Dia, Pepsi & KFC
How three leading brands successfully use TikTok's media and measurement solutions to boost their joint promotion
The Objective
Driving Purchases with a Cross-Brand Collaboration on TikTok
Dia, Pepsi, and KFC, leaders in the retail, beverage, and fast-food industries respectively, joined forces to launch a unique promotion. Their goal was to leverage TikTok to effectively communicate their campaign and drive purchases.
The promotion offered consumers the opportunity to enjoy a KFC menu by purchasing 8 cans of Pepsi at the Dia store, with the primary goal of boosting Pepsi sales at Dia. TikTok was selected as the perfect platform to amplify the message, leveraging its unique format to deliver the campaign in a creative and impactful manner.
The Solution
Leveraging TikTok’s Formats to Drive Consideration
To achieve its objectives, the campaign utilized high-impact and mass-awareness formats on TikTok, starting with a TopView on the first day of the promotion. This premium format ensured maximum visibility, as it is the first thing users see when entering the platform, capturing attention and turning it into incremental impact on both upper and lower funnel metrics. The campaign then continued with in-feed ads, maintaining a consistent presence on the platform.
Native creatives from both the brand and creators were used to build a stronger connection with the audience and ensure the content blended naturally with the user experience. This approach maintained the authentic and engaging tone that defines TikTok.
In order to evaluate the media effectiveness of the campaign, a Conversion Lift Study was implemented to assess its impact on incremental conversions for the brand. This study provided a solid methodology to compare the behavior of users exposed to Dia’s ads versus those who were not. By isolating the effects of ad exposure, it quantified the lift in web and app conversions directly attributable to the campaign, highlighting its role in driving customer engagement and conversion growth.
The Results
Measurable Wins: How TikTok Delivered Growth Across the Funnel
Effective communication between Dia, Pepsi, and KFC was key to the campaign's success. The strategic use of premium formats and Conversion lift provided valuable insights, enabling data-driven decisions and maximizing impact. This partnership highlights the power of collaboration in achieving exceptional results:
TopView achieved +19% CTR, +8% engagement rate and +24% average playtime vs benchmarks.
The Conversion lift study provided clear evidence of TikTok's incremental impact across key events on both web and app: from the top of the funnel to the bottom, including +18% increase in App Installs, a +15% increase in web add to cart actions, and a +8% lift in all purchases (web+app).
Additionally, the study highlighted the significant value of leveraging the TopView format in conjunction with a full-funnel strategy. On the day the high-impact format was launched, incremental lifts surged in Upper and Mid-funnel metrics, with a 3 percentage point increase in App installs, resulting in a 21% relative lift, and a 13 percentage point boost in add-to-cart actions, achieving an impressive 28% relative lift between exposed and non-exposed users.
These findings emphasize the power of a holistic approach in driving sustained and measured growth across key touchpoints in the customer journey.
