Strauss

The Objective

Raising awareness and brand support through TikTok’s unique engagement

Elite Coffee Capsules, a renowned brand under the Strauss Group, aimed to raise awareness for its new series developed to support coffee shops that were temporarily closed due to the situation in Israel in the past few months. The campaign needed to communicate this sensitive and multi-faceted story effectively, highlighting the brand's commitment to the community through TikTok’s dynamic platform.

The Solution

Harnessing TikTok’s storytelling trend to connect with the audience

To achieve its objectives, Elite Coffee Capsules partnered with TikTok to leverage the "story time" trend, allowing the nuanced narrative to be communicated effectively. This creative approach enabled the brand to share the emotional and supportive journey of the coffee shops in a relatable and engaging manner.

TikTok's ad solutions, including TopView and Auction Video formats, were employed to maximize reach and impact. The campaign featured eight videos, each carefully crafted to align with the storytelling trend and resonate with TikTok users. The TikTok team provided continuous support in monitoring media performance and optimizing campaign results, ensuring the brand's message was delivered effectively.

The strategy focused on blending authentic storytelling with high-engagement ad formats, driving both awareness and emotional connection. By doing so, Elite Coffee Capsules successfully conveyed the brand’s support for local coffee shops, encouraging the community to engage with and support the new series.

The Results

Outstanding campaign performance with significant brand lift

The campaign saw exceptional results, far exceeding benchmarks within the food and beverages vertical. The campaign videos achieved a high Video Through Rate (VTR), with 60% more viewers watching 15 seconds or more compared to benchmarks, significantly surpassing industry standards.

Click-Through Rates (CTR) reached 0.

40%, which is 122% above the benchmark. Moreover, the Brand Lift Study indicated impressive results, with a 23.5% lift in Ad Recall, 12.5% above the benchmark, and a 19.1% lift in Brand Association.

These metrics underscore the campaign’s success in not only raising awareness but also in enhancing brand perception and loyalty through authentic storytelling on TikTok.

Maya Cohen- Forti, Head of Media Department, Strauss Israel

״Elite Coffee Capsules supported closed coffee shops with a TikTok Storytime campaign and content creators. It exceeded industry benchmarks in completion rate and brand awareness, fostering connections and boosting sentiment through creative storytelling and social responsibility.״

Liat Cohen Porat, Capsules category manager, Strauss Israel

״As a well-established Israeli coffee brand, we supported local businesses with special edition capsules for the Israeli palate. Partnering with TikTok, we shared compelling stories of coffee shop owners, reaching a wide audience and showcasing authentic connections.״