Delissio
Driving upper-funnel results for one of Canada's most loved frozen pizza brands
The Objective
For years, Delissio, one of Canada's favourite frozen pizzas, has been continuously engaging with new and existing customers with their delicious products. In 2020, the brand launched its Delissio Crispy Pan Pizza, a pizza that cooks in its own pan delivering next-level indulgence and edge-to-edge cheese. Delissio set out to raise awareness for the product by leveraging and repurposing attention-grabbing creative that resonated with Canadians. The objective was to drive incremental reach by connecting with new audiences on TikTok.
The Solution
As Delissio’s first-ever awareness-focused campaign on TikTok, the brand utilized assets already in-house and repurposed them for this campaign demonstrating that existing creative can indeed be effective on the platform, particularly with driving upper funnel results. The campaign had a broad national reach with the goal of targeting as many TikTok users as possible. A combination of One Day Max and standard In-Feed Ads enabled Delissio to provide high-impact solutions that broke through on the platform, driving strong view rates and awareness for its new Crispy Pan Pizza. With highly efficient CPMs and sustained promotion, Delissio was able to consistently reach a broad audience while helping build awareness and ad recall.
This campaign was also Canada's first OpenSlate integration with a Brand Lift Study conducted following the campaign to track success and measure ROI.
The Results
Delissio’s campaign saw tremendous success on the platform with the One Day Max overdelivering on impressions, CTR and video completion rate against the benchmark. The In-Feed Ads enabled the brand to have a sustained presence on the platform with 6.55 million video views, 6.96 million impressions, and over 39,000 clicks.
The client also saw firsthand how TikTok can be a powerful awareness and traffic driver with awareness of the product seeing a 9.8% increase, alongside a 9.5% lift in ad recall, both at an astounding 95% confidence level. Furthermore, 99.54% of ad impressions from this campaign were verified brand safe and preference for the product increased by 3% as well.
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Delissio is one of the most loved pizza brand amongst Canadians, including Millennials, making TikTok the ideal environment in which to spread the message about our new Delissio Crispy Pan Pizza. We’re thrilled by the brand lift, recall metrics and ROI that were achieved and look forward to partnering with TikTok on future product launch initiatives.
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