Just Eat Takeaway
Driving mass awareness for Just Eat Takeaway globally
The Objective
Global food delivery brand Just Eat Takeaway wanted to drive awareness for their new brand campaign and came to TikTok to drive top of mind awareness and brand sentiment.
The Solution
Just Eat Takeaway enlisted global superstar Katy Perry to launch a unified campaign across 17 markets with purpose-built social-first creative for TikTok maximising for a sound on environment.
The markets involved included Germany, Italy, the Netherlands, Spain, Belgium, Denmark, Ireland, Poland, Switzerland and Australia. All markets ran In-Feed Ads, while Italy also ran Top Feed Ads as a test to understand the power of multi product ad campaigns.
Just Eat Takeaway used fun and bold creatives to excite customers, drive conversation and ultimately drive top-of-mind awareness of the brand. The creative featured the brand’s catchy jingle sung by Katy Perry herself and showcased the singer dressed as a block of cheese, duets with a puppet of herself and enjoying sushi from Just Eat takeaway whilst she watched a movie, among other fun scenes.
The Results
The campaign achieved some really scrumptious results. The brand saw a huge uplift in ad recall, with an average lift of 7.5% across the markets, which is higher than benchmarks.
The catchy creative drove a significant uplift in brand association with a 5.6% average. Brand awareness shifted in most markets – the Netherlands saw a particularly high increase of 6.9% and Germany achieved an encouraging favourability shift of 2.2%. The brand also saw an impressive view-through rate average for all markets of 24.8%.
To launch our new brand campaign featuring Katy Perry we felt it was the perfect time to launch TikTok across multiple markets. We focused on developing creative with agencies Byte/Dept that we knew would resonate and drive cut-through on a platform like TikTok, putting Katy and our brand front and centre with the perfect sound on creative. We are really happy to see such impressive results, showing shifts in many different areas across brand association and awareness.
