The Koral ice-cream on TikTok
The first quarter of 2020 brought about many new products. One of them was the launch of Koral Ice Cream on TikTok and the TikTok Challenge #zawszejestpora. Millions’ worth of reach and thousands of positive comments are the result of strategic planning of activities and their skilful implementation. See how we enchanted ever more demanding users on Social Media!
Campaign stages
“#zawszejestpora” na… nowe! “#zawszejestpora” for… the new! This idea has guided us from the very beginning. Introducing the brand into a new, completely foreign “world” of digital is a challenge that we took up at the beginning of 2020. Thanks to the creative and strategic concept, thoughtful implementation and carefully designed communication, we created an interesting space in this communication channel and won the hearts of its users. The most talked about our action was between March 16 and April 11. Then we completed two stages:
Stage I: launch of cooperation with Influencers who made videos with Koral Ice Cream products
Stage II: launch of the TikTok Challenge #zawszejestpora competition and moderation of ongoing communication.
Each of the stages has been fully planned in advance:
During the first stage, the basic thing was to build up a broad reach, and this is where the Influencer release schedule came in handy. We based this plan on analytical data from TikTok and the times of our fans’ activity in the application. Every day, two Influencers, at preset times, shared the first of two videos. Thanks to the use of the official competition hashtag and @lodykoral profile markings, in the first week of the campaign, we acquired nearly 6,000 profile followers and recorded over 65,000 views of our films in the application. Our hashtag, under which the entire competition was to be communicated in the consecutive stage, was also gaining strength. Over 1 million views of #zawszejestpora are the result of the first stage of the campaign.
The second stage was to provide materials created in cooperation with Influencers, on which they presented their teaser. The competition tasks were as follows:
“Show that #zawszejestpora for your sneak peak!”
The promotional materials from the second stage of the competition were made available – again – based on the time of the highest activity of our recipients in the application. At 12:00 pm sharp on 24 March, all the materials were made available on both the @lodykoral and Influencers’ channels. Thanks to this, over a mere few hours we obtained a record reach of the campaign, and after the first day our #zawszejestpora hashtag had 2 million views in the application. We also received the first 50 videos that users had recorded as entries for the contest! The whole action perfectly fitted into the CSR concept, in which the Koral Ice Cream was actively involved in the community matters and encouraged people to stay at home during the mandatory COVID-19 quarantine period, whilst giving recipients an interesting activity during the #zostańwdomu campaign.
Influencer Marketing
We invited 11 famous TikTok creators to cooperate with us. Our creative concept, which used the hashtag #zawszejestpora, invoked the already historic slogan of the Koral Ice Cream. Our guiding principle was to encourage recipients to stay at home and share their passions and interests. Thanks to the direct narrative and language selected for our target group, we obtained almost 4.5 million reach for the entire action! The content created as part of collaboration was viewed by millions of users, who left hundreds of positive reactions.
Reach, views, and followers
The TikTok Challenge – #zawszejestpora action was very popular among the app community. During the entire period of its duration, every single day we recorded an increase in the number of views, reach, and people following the profile. At the peak moment, thanks to integrated, holistic marketing activities, our materials were placed in the “For You” section (the main tab in the app where the most popular videos are displayed). Users were eager to record duets with our Influencers, and marked with the competition hashtag, there were entered close to 300 competition applications and 3.2 million views in the app. During the competition, every single hour, we had an increase of over 100 new followers of @lodykoral’s profile. After the end of the campaign, the number of fans gained totalled 8,742!
TikTok Ads
Another important element of the strategy was a paid promotion in the application. For this purpose, we created a special animation that was displayed in the application to all users from a precisely defined target group. The start of the paid promotion was 24 March – the beginning of the second stage of the campaign.
The animation turned out to be a great success! The total display time of our ad was 2,069,654 seconds. This allowed us to reach 398,427 unique recipients, and gain 3,865 new followers of the @lodykoral profile.
Let’s do it together!
The action was an incredible success! Our well coordinated activities allowed us to render results, which speak for themselves. The campaign was run in a very accurate and thought-through manner, and overlapped with the #zostańwdomu action. Koral Icecream helped to tackle the boredom of staying at home and let us forget the reality for a moment. And it was a great occasion to build an entirely different image of the products and brand.
This is a great chance for your business! Contact us and check what we can do for you.
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First ice cream on TikTok scoring 4.5 million recipients in a month
