Veja
Bringing cleanliness to millions with Spark Ads and co-creation on TikTok
The Objective
Inviting people to meet Veja Power Action
Veja is a consolidated brand in the household cleaning products segment. When it arrived at TikTok, the company sought to expand the reach of the message that Veja Power Action "cleans, disinfects and kills 99.9% of viruses and bacteria". In other words, it aimed both to generate more awareness and traffic to a special landing page for the product.
The Solution
Spark Ads and the right optimization
As this was Veja's first campaign on TikTok, the brand, with is partner agency BETC Havas, soon went after one of the main differentials of the video platform: creating together with the community of content creators. In total, 18 creators were selected with the TikTok team, such as @barbaracoura and @thallyssonsb, to join in Veja Power Action's activation. The company believed that their authentic content would yield videos with that TikTok touch the community likes to watch.
The videos they produced were boosted with Spark Ads, a format that allows brands to promote videos already published organically on their own account. The ads were divided into two sets, optimized for different goals: video views, in order to increase awareness, and traffic, to generate more visits to the site.
Finally, the target audience for the two sets was broad. It consisted of people over 18 years, but segmented by interests such as home products, home improvement, life services, and news and entertainment.
The Results
Reference in cleaning
With the co-creation strategy with TikTok creators and with the right goals set in the campaign, Veja Power Action reached 29 million users, making Veja surpass the goal of total views by 36%. Additionally, the brand's ads had an average VTR – the video view rate – of 50% for 2-second views and 32% for 6-second views, above the TikTok benchmark. And last but not least, the audience engagement rate was also noteworthy for the brand: 3.8%.
This success in media metrics also reflected in the Brand Lift Study. According to the analysis, which compares the reactions of those who saw and those who did not see the ads, there was a 9.2% lift in ad recall. In addition, the campaign yielded an incredible 11.2% lift in brand awareness. You see how TikTok can be the perfect place for your campaign, regardless of your segment?
There were several highlights in this campaign, to be honest, but I believe that one of the biggest (and also one of the reasons for the success of the campaign) was having the product as part of the content, helping to create it, not limiting it. Choosing the right creators and giving them the freedom to create resulted in videos where the product really was part of the content. The videos brought information about the product, such as benefits and even safety recommendations, in an extremely natural and fun way, with users even commenting things like "I didn't even realize it was an ad.
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