The Objective
NutriAsia, a time-honored and popular producer of sauces and condiments in the Philippines sought to reinforce the trust that everyday Filipino households have in its 78 year old Silver Swan condiment brand. Although generations of families have grown up with Silver Swan’s soy sauce, fish sauce, vinegar and other products under the brand line, NutriAsia sought to reinvigorate its Silver Swan brand and increase its brand affinity with younger and more diverse customers through a brand engagement campaign on TikTok.
The solution
Launching a TikTok account would be a first for NutriAsia’s Silver Swan brand. And from the get-go, the company went all-in. NutriAsia didn’t just launch a Silver Swan account on TikTok, but shored up its debut with a holistic campaign that sought to drive brand engagement, awareness and new followers to the Silver Swan TikTok account. And of course, this was instigated with none other than a Branded Hashtag Challenge that had users participating in a creative dance, and even has them stirring the pot, set to Silver Swan's branded music.
To get users to groove to a brand that doesn't get any more traditional than a condiment brand, NutriAsia launched its #SwanderfulMoves Hashtag Challenge campaign on TikTok with the help of several key influencers and the use of a branded tune designed to be hard to get out of one's head. In fact the tune, titled "Oh so Swanderful", was integral to fanning the flames of the campaign's virality thanks to its catchy and upbeat nature. But behind the scenes, #SwanderfulMoves was fueled by a 360° ad campaign on TikTok to ignite the campaign's virality and garner overwhelming participation.
To ensure that the campaign was successful, a dedicated Challenge Page for the Silver Swan brand was created, while a feature spot was reserved for the #SwanderfulMoves campaign's branded music within TikTok’s Music page. Equally important were the Brand Takeover ads that greeted all users as they opened the app, along with In-Feed Ads that were strategically placed within TikTok’s native For You video feed. This ensured that the existence of the challenge would be made known to Silver Swan’s target users in the Philippines and would also drive users to click through and participate in the #SwanderfulMoves Hashtag Challenge.
The Results
With a blend of its "Oh so Swanderful" jingle, ad campaign on TikTok and a fun Hashtag Challenge dance, TikTok’s diverse demographic of users were highly engaged with the Silver Swan brand. Silver Swan saw its TikTok account shoot up from zero to 112,400 new followers. 14,000 users submitted videos for the #SwanderfulMoves Hashtag Challenge, reaching as many as 132 million people through a combination of the Brand Takeover and Hashtag Challenge. Overall, the campaign resulted in 22 million total video views, with a whopping 4.7 million of these views and 323,000 in total engagement coming from its branded music's cfficial Music page - a stand-alone landing page for branded jingles. Results like this for the song was alone a testament to the catchiness of Silver Swan's "Oh so Swanderful".
As a bonus and testament to the genuine engagement TikTok users had with the Silver Swan brand, the vast majority of the #SwanderfulMoves Hashtag Challenge videos showcased a Silver Swan condiment (or two) as prop. In fact, this yielded a unique opportunity that couldn’t be found anywhere else for NutriAsia. On TikTok, people were so excited enough about a condiment brand that they collectively participated in the creation of as many as 18,000 videos of them dancing with bottles of soy sauce to the tune of Silver Swan branded music.
