Baci Perugina

The Objective

Baci Perugina is an iconic Italian chocolate brand, part of Nestlé, renowned for its deep emotional connection with consumers. The brand is especially known for its chocolate pralines accompanied by secret notes, making it a symbol of affection, gifting, and romantic expression.

In December 2025, Baci Perugina launched its first TikTok campaign, with the primary objective of reinforcing its brand positioning during the key gifting season of Christmas, while also expanding its narrative to younger generations: love should be celebrated all year round with your beloved ones, no matter age or gender.

The Solution

Baci Perugina leveraged TikTok’s ecosystem to deliver a high-impact, full-funnel campaign during Christmas 2025, maximizing awareness while reinforcing its positioning around love and gifting beyond Valentine’s Day. The campaign, well planned and executed by OpenMind with the creative development and direction led by YAM112003, followed a TikTok-first, full-funnel strategy, combining:

• Pulse Holiday solution, to align the brand with premium, culturally relevant content on the TikTok platform;

• geo-localized TopView, to drive mass visibility with a premium placement (app opening);

• In-Feed and Consideration Ads, to support mid-funnel engagement and move the audience from awareness to consideration.

This solution-bundling approach ensured both scale and engagement, while advanced measurement solutions (GeoLift with Circana and Brand Lift with Kantar) provided third-party insights on sales impact and brand perception.

The creative assets, developed with YAM, the brand's creative agency, and Mambo via the TikTok Creative Exchange Program, followed a TikTok-first approach. They featured emotional, story-driven content alongside creators, allowing for authentic product integration during key gifting moments.

The Results

The campaign delivered strong business and brand results, exceeding expectations and demonstrating the effectiveness of a TikTok-first, full-funnel approach.

• The campaign achieved a €1.44 ROAS, significantly outperforming expectations, according to Circana analysis.

• It drove a +4.9% sales uplift, on featured products, confirming TikTok’s role in generating incremental sales impact (Circana).

• On the brand side, it delivered a +13.3% uplift in Ad Recall, highlighting strong memorability and effective creative execution (Kantar Brand Lift Study).

The campaign’s success was driven by a combination of:

• high-impact formats that ensure visibility at scale;

• a TikTok-first creative approach with Creators, blending emotional storytelling with native, platform-relevant content;

• a clear and distinctive message, extending the concept of love into everyday moments;

• a full-funnel strategy, effectively connecting awareness, consideration, and conversion.

Among these, the creative strategy was particularly impactful: authentic, story-driven content that resonated with users and integrated the product naturally into meaningful moments.