Sedal RBD

The Objective

Engaging fans and setting trend

Sedal, a beauty and personal care brand by Unilever, identified a unique opportunity by sponsoring the highly anticipated RBD reunion tour, a cultural phenomenon that shaped an entire generation in Mexico. Leveraging music as a core interest of its audience, Sedal aimed to strategically position itself within this iconic moment.

To achieve this, the brand partnered with TikTok, the perfect platform to authentically connect with its audience through creative and participatory content. The goal was to craft an innovative campaign that encouraged users to engage with Sedal and RBD while creating a viral trend to amplify the strategy’s reach.

To deepen its connection with the community, Sedal offered concert tickets to the videos with the most likes, strengthening the bond between the brand and its audience.

The Solution

Igniting Engagement with Branded Mission

To achieve its objective of authentically connecting with its audience and capitalizing on the cultural phenomenon of RBD, Sedal embraced an innovative strategy through TikTok. The brand recognized that music is one of the main passions of its target audience, so they partnered with the platform to launch a campaign that integrated both audience participation and the involvement of RBD members, who were the ideal ambassadors to amplify the message.

A key initial move was using TikTok's newly announced Branded Mission solution, which perfectly suited Sedal's needs by allowing the creation of interactive content and active user participation. Sedal became the first brand in Mexico to use this solution, in collaboration with agencies Media - Initiative (IPG) and Creative - Ogilvy. This strategy offered the brand an organic and effective way to connect with its audience while leveraging the popularity of RBD.

The campaign ran from November 9 to December 12, 2023, and its objective was to encourage users to engage with a hashtag trend, amplifying the entire strategy. The call to action (CTA) invited followers to create videos with the hashtag, offering concert tickets as an incentive for those with the most likes.

In the first phase, Sedal used a TopView featuring Christian, one of RBD's members, who explained the participation dynamics and how to win tickets. This impactful and direct approach aimed to generate a strong impression from the campaign's start. In the second phase, both Christian and Dulce María from RBD reinforced the message.

To expand the campaign's visibility and reach a wider audience, Sedal also collaborated with influential TikTok creators such as Jezzini, Maquis Camargo, HeyitsPriscila, and RenataCerda. These creators brought their unique styles to the campaign, promoting the hashtag and encouraging their followers to join the challenge. This approach created an interactive and engaging environment aligned with the audience's interests, making it a successful campaign for Sedal on TikTok.

The Results

Driving Awareness and Ad Recall

To understand the results, two BLS studies were conducted, one for each city.

• Monterrey:

  • Ad Recall: +7.1% vs +5.5 NORM

  • Awareness: +0.4%

  • Brand Association: +7.5% vs 0.8% NORM

• CDMX:

  • Ad Recall: +9.7% vs +5.5 NORM

  • Awareness: +2.0% vs 2.0% NORM

  • Brand Association: +1.1% vs 0.8% NORM

The campaign not only achieved high levels of engagement but also improved Ad Recall, Awareness, and Brand Association. TikTok proved to be a key platform for authentically connecting with users and strengthening brand presence.

Source: TikTok Marketing Science Mexico, BLS Study, September 2023

TikTok Marketing Science Mexico, BLS Study, November 2023