VILSA X Peak Value

The objective

Driving awareness for a planet-conscious product launch in Germany

As one of Germany’s leading mineral water producers, VILSA fills over 500 million bottles every year. With a strong commitment to high-quality organic mineral water and a diverse soft drink portfolio, the brand stands for sustainability and innovation.

On TikTok, @vilsa.brunnen has already built an authentic community by tapping into cultural trends and engaging audiences with native, smartphone-first content.

Building on the success of previous TikTok campaigns, VILSA teamed up with their agency Peak Value to unlock the full potential of TikTok’s advertising solutions. Together, they set out to launch ‘NIX-PACK‘ – the first six-pack without plastic wrap – with the goal of rapidly driving awareness and positioning it as a breakthrough innovation for environmentally conscious consumers.

The key objective of this campaign was to quickly and effectively promote the new, innovative NIX-PACK to a broad target audience throughout Germany.

The solution

Sparking brand awareness with a 'magic' collaboration across various engaging ad formats

The campaign targeted a broad audience in Germany (18–55+, all genders), further refined by customer status (VILSA buyers, potential buyers, competitive brand buyers, and previous target groups) and interests such as health & fitness, lifestyle, food & cooking, wellness, beverages, drinkware, and sustainability.

The campaign was split into two parts: a brand lift campaign, which leveraged In-Feed Ads, and a product launch campaign using a combination of In-Feed Ads, TopFeed Ads, and Spark Ads.

In terms of content, the water brand focused on spotlighting their new product while ensuring high entertainment value. To achieve this, VILSA partnered with two trend-setting influencers (Siegfried & Joy), with a following of 2.7 million thanks to their globally popular “magic reveal” format and exceptionally high engagement rates.

By collaborating with the well known duo, VILSA created content that seamlessly combined product promotion with Siegfried & Joy’s beloved storytelling style. This approach not only elevated brand visibility and drove interest in the new product, but also maintained dynamic, engaging storytelling, resulting in a balanced product-focused narrative without sacrificing broader appeal.

The results

Outstanding campaign success driven by audience-relevant content

The campaign was hugely successful at resonating with VILSA's audience and spreading awareness of the brand through Germany.

The collaboration with Siegfried & Joy, combined with strategically targeted ad placements, was key to the campaign’s success – merging beloved content formats with high-performing advertising tools optimised for campaign objectives.

In total, the campaign delivered over 52 million impressions, over 106 thousand video clicks, and an impressive video view rate of 99.43%.

The brand-lift campaign achieved its success by using multiple creatives and engaging content supported by popular influencers. Meanwhile, the product launch campaign benefitted from a creative mix of different formats such as interactive ads, In-Feed ads, TopFeed ads, and Spark ads to leverage a full range of TikTok formats.

Beyond the key metrics, VILSA received positive feedback through multiple channels, including sales conversations with customers and partners demonstrating the campaign’s real-world impact.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.