Alpro

Delicious without dairy – and an all-out success on TikTok

From packed with protein soy milk, simply smooth yoghurt or devilishly dark chocolate dessert – Alpro’s (@alpro) broad portfolio brings loads of plant-based deliciousness to every table.

The Objective

The brand wanted to drive awareness and consideration for its products and reinforce their association as a breakfast staple with consumers in Germany. In order to do so, it implemented a comprehensive campaign across 8 media channels, including TV as well as digital and social media platforms.

The Solution

The campaign was developed and executed in close collaboration with the media agency Wavemaker, creative agency Gocomo, and the external measurement partner Kantar. Leveraging a smart bundling approach, it combined premium-placement Top Feed Ads with In-Feed Ads as well as a medley of brand and creator assets for the ideal mix of messaging power play and native credibility.

The brand employed a test & learn methodology that delivered valuable insights around key performance factors, helping to optimise ad delivery and creative combos. Measurement was based on a two-pronged approach via a Brand Lift Study and a Cross-Media Measurement Study to assess the impact of the TikTok campaign pillar in driving brand equity and incremental reach.

"TikTok proved to be the perfect complement to our TV campaign, creating a powerful synergy that amplified our message and significantly broadened our reach to include a younger, digitally-native audience."

Scarlet Sullery, Director Digital Media Wavemaker

The Results

In both studies, TikTok has shown to be driving remarkable results.

The Cross-Media Measurement Study demonstrated the platform’s impact on brand equity throughout the upper, middle, and lower funnel: with a 10% share of investment in the media plan, TikTok contributed to 36% of the incremental impact on brand equity.

Moreover, the platform enabled 13% incremental reach beyond TV for the 18–44 age group.

TikTok + TV: the study results strongly endorsed this natural extension going forward, as both played a vital role in their target groups.

TikTok was also key in driving perceptions in the campaign, such as the factors of Difference (accounting for more than 60% of the total campaign impact), Optimism, and Dynamism (100% of the total campaign impact each).

In terms of brand lift, combining brand and creator assets proved successful, yielding ad recall of 6.9% and delivering additional resonance with the audience. Evidently, this approach made the campaign truly memorable.