Calvé

Objective

Calvé, one of the most iconic Dutch brands from Unilever, has been making household nutrition products for over a century. It's most known for its mayonnaise and peanut butter but also makes BBQ sauces, dressings and salad mixes. When the 2024 UEFA European Championship kicked-off, they partnered with TikTok to tap into the massive audience and buzz surrounding this European football event.

The objective was to bring their BBQ sauces into the spotlight of BBQ lovers in the Netherlands, drive awareness and engagement, with the ultimate goal of increasing sales.

Solution

The brand teamed up with agency Mindshare and GroupM Nexus to develop a TikTok-first campaign strategy that would directly address their target audience of BBQ lovers in the Netherlands, interested in UEFA 2024. The strategy leveraged different TikTok advertising tools and was built up of three key tactics.

Firstly, they designed a UEFA 2024 ticket giveaway competition, where fans could win tickets for a UEFA 2024 football match when buying two Calvé BBQ sauce products. Interested participants could simply join the competition by uploading their receipts on the Calvé website.

Secondly, they produced creatives that were TikTok-first and designed to directly address football-watching BBQ lovers in the Netherlands. The leading campaign videos featured Dutch-Moroccan footballer and television presenter Soufiane Touzani, sharing the rules of the competition on a football field where a BBQ set with Calvé sauces was lined up in front of the goal. They also had a playful video that used the green Screen Eyes and Mouth Filter on a UEFA football.

Next, they decided to bundle different TikTok ad formats, based on the insight that using multiple ad formats has proven to improve brand lift metrics. They used Top Feed ads to obtain reach & frequency and In-feed ads to drive engagement with users when scrolling through their For You feed. They also used Display cards, an interactive add-on product that enables advertisers to include cards within their in-feed video ads. This helped them to drive traffic to their competition website.

Results

The campaign outperformed all of Calvé's expectations and is a perfect example of how bundling different ad formats, collaborating with a creator that resonates with your audience, and producing TikTok-first creatives, truly pays-off.

To measure the impact of this campaign, they created a robust measurement framework that used three TikTok measurement solutions: a Brand lift study, limited inventory and DoubleVerify. The results were truly outstanding.

Firstly, they saw an uplift on each of the three brand lift study questions, each outperforming the benchmark: Ad recall of +19.7% (benchmark 9.2%), Awareness of +7.4% (benchmark 3.2%) and brand association of +7.5%.

Secondly, the cost per each 6-second view (Focused view), was about 50% lower than what they expected.

To conclude, the UEFA ticket giveaway campaign on TikTok reached Calvé's objective of bringing their BBQ sauces into the spotlight of BBQ lovers in the Netherlands.