Costa Coffee

The Objective

Coffee brand Costa Coffee wanted to raise awareness for their "Made a Little Better" campaign, which aimed to educate consumers on how their coffee can uplift drinkers and make life's moments a little better.

The Solution

Working with media agency EssenceMediaCom, Costa Coffee leveraged our Pulse solution to position their campaign adjacent to the top 4% of content on TikTok. TikTok Pulse allows brands to join in on the magic of the For You feed with contextual, brand-suitable ad placements next to the top trending content that is shaping culture.

The brand wanted to drive appeal among their audience through hyper-contextual messaging, so they chose to align their campaign videos against three Pulse line-ups: All Pulse, Cooking & Baking and Entertainment.

The Results

The campaign was a success, performing above benchmarks on media metrics, and driving a significant lift in ad recall of +11.3%.

Due to the contextual relevance of the campaign's ads, Costa's All Pulse line-up outperformed on engagement and click-through rate, and the Cooking & Baking line-up outperformed on video view metrics. Compared to standard TikTok Reach & Frequency ads, the campaign drove +363% six-second view-through rate, +119% average watch time per video view, +120% click-through rate and +92% engagement rate.