Atún Dolores® BLI

The Objective

Reinventing flavor once again with Atún Dolores®

Atún Dolores® has faced the challenge of emotionally connecting with its consumers and refreshing its brand to move beyond a traditionally valued category known only for functional attributes. To strengthen Brand Equity and create deeper emotional bonds, they launched the "By Your Side Reinventing Flavor" campaign in 2023.

This campaign was designed to demonstrate that Atún Dolores® is a brand that has succeeded in reinventing itself and staying relevant, not only for the quality of its products but also for its ability to innovate and resonate with new generations. Given the positive response to the first season on TikTok, in 2024 they saw an opportunity to launch a second season, again on TikTok.

The Solution

Building brand connection through Innovation and Engagement

The brand had clear objectives: improve its perception among 20-35-year-old consumers, increase purchase intent, and enhance its brand value compared to other social platforms. The goal was to position the brand as an innovative choice that consumers could identify with and see as constantly renewing. To achieve this, the campaign aimed to position Atún Dolores® as:

• A brand that associates key values with its consumers.

• Innovative and constantly evolving.

• A daily routine ally.

• A choice that reinvents flavor in a practical and versatile way.

TikTok was chosen as the ideal platform, perceived as a fun and entertaining space where audiences see advertising as innovative and relevant. TikTok offered Atún Dolores® the opportunity to adopt this bold and spontaneous tone, ensuring a fresh positioning aligned with the brand’s approach to innovation and closeness. Additionally, TikTok’s content solutions fit perfectly with Atún Dolores®’s strategy, focused on building an emotional connection through messages that resonated with the platform’s characteristic style and tone.

The campaign centered on the message that Atún Dolores® is "by your side to reinvent flavor," showcasing a variety of innovative dishes made with its products. A call to action encouraged the audience to vote for the content creator who best managed to reinvent flavor, generating direct and meaningful user interaction. This strategy not only boosted engagement but also strengthened the perception of Atún Dolores® as a modern brand that consumers can identify with, integrating into their daily lives in a practical and versatile way.

The Results

Proven approach, outstanding results

The campaign on TikTok generated:

• Over 180M impressions.

• More than 11M views.

• Over 1.9M clicks and interactions.

Compared to the previous season:

• 8% increase in Impressions.

• 126% more Interactions.

• 19% more visits to the Voting Site.

Brand Lift results (Kantar):

• +13.5 points in Ad Recall (1.3X higher on TikTok than on other social platforms).

TikTok also generated a lift in Brand Associations:

• Innovation: +12.6 points

• Brand Affinity: +12.5 points

• Constant reinvention: +11 points

• Support in daily routine: +10.9 points

• Reinvents flavor practically and versatilely: +11 points

TikTok outperformed other social channels in all brand attributes, especially in Purchase Intent and Brand Value perception, strengthening the emotional connection with the 20-35 age group.

Source: Kantar Brand Lift Insights, Mexico, May 2024