Nestlé

The objective

Showing gratitude as an advertising strategy

Multinational food and beverage company Nestle has reached consumers in 188 countries with their many brands, including their various milk brands that serve mothers and growing up children worldwide. On TikTok, tap into the emotional sensibilities of creators based in Southeast Asia to help them show their heartfelt gratitude towards their mothers who’ve gone above and beyond for them.

To celebrate and appreciate mothers in the region, Nestle looked into launching a multi-market TikTok campaign for their growing up milk products, excluding products covered by the WHO Code. The campaign was launched in five Southeast Asian countries—the Philippines, Indonesia, Malaysia, Thailand, and Vietnam.

The solution

Launching a multi-market Branded Mission that resonates

Nestle used a Branded Mission for this campaign, which allows brands to collaborate with real TikTok users to create organic content that meets certain requirements. Branded Missions typically require TikTok creators to do at least one of the following: Use official music, use an official hashtag, mention the official TikTok account of the brand, or use a Branded Effect.

TikTok users were encouraged to participate in Nestle’s Branded Mission by recording themselves expressing love towards their mothers. Nestle’s Branded Mission also required users to use their custom Branded Effect, a custom filter that included randomized messages of affection. TikTok users would then include these messages in their heartfelt messages for their mothers. Select videos per market were also boosted for this campaign to further improve Nestle’s reach across the platform.

Nestle also launched a Branded Hashtag Challenge, which allows brands to creatively engage with their audiences on TikTok by launching trends where anyone on the platform can participate. Each market used similar but unique hashtags for this challenge: #GenerationsOfLovePH, #GenerationsOfLoveID, #GenerationsOfLoveMY, #GenerationsOfLoveVN, and #GenerationsOfLoveTH.

Lastly, Nestle conducted a Brand Lift Study in all five markets to measure how effective their Branded Mission was in terms of ad recall, familiarity, brand association, and intent.

The Branded Mission ran on the platform for a week, from February 6 to 12, 2024.

The results

Proof that innovative, interactive campaigns make a mark

The results of Nestle’s Brand Lift Study found that while the Branded Mission performed differently in the five markets, the campaign still succeeded in terms of awareness, intent, and engagement.

Nestle’s campaign resulted in a 3.9% lift in ad recall for their Thailand market. A lift in brand familiarity was highest in Vietnam, at 7.3%. In terms of intent, or likelihood to purchase a given set of products, there was a 6.5% lift in the Indonesian market.

For engagement, the multi-market Branded Mission also yielded a total of 1,554 videos created by 1,135 TikTok users across the platform. The final turnout for the Philippine market even superseded benchmarks by 49%.

Of the videos created for the Branded Mission, a total of 65 submissions across the region were boosted. The campaign’s total boosted engagement rate also stood at 4.71%, which is 17% above the Philippine market average, and 9% above the Indonesian market average.