Bayer

The objective

Launching on TikTok to reach new audiences

Bayer, a healthcare and wellness brand, sought new ways to connect with audiences and raise awareness for its One A Day 50+ gummies. With TikTok's growing 50-and-older audience and participatory nature, Bayer aimed to engage its target audience on the platform.

However, adding a new platform to Bayer's media mix presented creative challenges: developing TikTok-first creative, demonstrating the product's benefits in new ways, and measuring TikTok performance. To tackle these challenges, Bayer partnered with Linqia (badged TikTok Creative Partner with a specialty in Creator Marketing). Linqia, with whom Bayer had collaborated on numerous campaigns in the past, helped develop Bayer's first TikTok campaign.

The solution

Driving product affinity with TikTok-first sound and creative

Bayer tapped Linqia to provide strategy, production, and analysis for the campaign. Leaning into the importance of creators, sound, and trends (specifically nostalgia), Bayer launched “Teach Me How To Gummy," a campaign that invited the TikTok community to share how they “gummy” - staying active and healthy, with a coordinated dance that featured One A Day 50+ products.

Bayer produced a custom track for the campaign based on the hit song "Teach Me How to Dougie" and adapted the lyrics to incorporate One A Day's message. Linqia then developed a dance challenge that featured seven TikTok creators including Tonia Ranco (@rancobeauty), Sandy Hosea (@sandyhosea), @popsthedancer_, Kim @louisianawoman1, Patricia Marroquin (@tiktokmomma7), Cynthia Gouw (@cynthiagouw), Chad Evans (@chadevans06), and Alfonso Ribeiro (@alfonsoribeiro). Leveraging its API integration with TikTok, Linqia identified and activated creators whose TikTok audiences aligned with Bayer's target audience and were able to track these creators' performance within its Resonate platform.

Creators allowed Bayer to tap into their enormous combined following as well as the trust they have cultivated among their audiences. Alfonso Ribiero's video alone amassed 30.6 million views as the TikTok community organically responded to his video with videos of their own.

The results

Increasing product awareness and campaign engagement

By leveraging a custom sound and creators, Bayer showed that age is just a number (for companies and consumers) and authentic content wins every time. The “Teach Me How To Gummy” campaign garnered over 45 million impressions and drove a 102% increase in mentions of the One A Day brand during the program dates on social media.

One A Day also saw a 27% increase in unaided brand awareness, and an 8% increase in purchase intent. Additionally, "Teach Me How to Gummy” generated over 80,000 cart transfers, where One A Day 50+ products were added to consumers' e-commerce shopping baskets. One TikTok user even commented: “Yasss. You just inspired me to switch. Just left [the store] and got me some Women One A Day."

Thanks to the success of this campaign, Bayer has continued to look to TikTok to drive performance across its product suite.