Atún Dolores®

The Objective

Reinventing Flavor with Atún Dolores® on TikTok

With over 100 years of history in Mexico, Atún Dolores® has always tried to stay relevant by innovating their portfolio to be there for its consumers more often. Yet, the main challenge was to reach young consumers who saw them as a traditionalist brand.

That is how 'Reinventing flavor by your side' was born, a campaign that wanted to show how Atún Dolores® has transformed the way of preparing and enjoying tuna fish. The objective was that different communities saw the constant evolution and innovation of the brand through products and formats that connected with its lifestyles and needs. To achieve this change in perception, they wanted to reach them in an innovative way on TikTok.

The Solution

Innovating with creators in a fun way

They chose TikTok as the main platform to spread the campaign since they think that is where fun, entertaining and relevant content is housed, and that it is a good place to connect with diverse communities and consumers with different kinds of interests and to show them that they share the same values.

They went for TikTok videos, instead of traditional ads, in collaboration with content creators that were close to the target, instead of actors or public figures. They wanted to spread an authentic message of "renovation" supplemented with voice filters, text and music native to the platform, which, in the end, are the language with which the audience identifies and communicates.

They invited 9 creators to their plant in Mazatlán, Sinaloa so they could see the processes and know what is behind the product. Then, they challenged them to reinvent flavor by using different products of the brand. The result? Eight content pieces with a mix of fun personalities, views of Mazatlán and an explosion of flavors. At the end of the challenge, they audience would decide who reinvented flavor the best.

The activities began on April 18 through a Top Feed, which allowed them to generate expectations about the pre-launch of the campaign. Later, on May 9, they started the campaign with the Top View format. At this point they revealed the creations of the participants and the link for the audience to vote for their favorite recipe.

This stage lasted 4 weeks, during which they kept the conversation alive through Spark Ads, Interactive Add-Ons and content directly posted by the creators inviting their audience to vote for them and enticing them to dare reinvent flavor with the Atún Dolores® products.

That is how on June 9 they finally announced through a post in their profile the winners of the challenge.

The Results

Effectively Amplifying Impact

Regarding the results obtained, they achieved:

- Reach of 43 million people and 884,638 interactions, with 166.4 million views.

- A 57% of the audience watched the full ad vs the average 37.8% of the platform.

- Audience Retention of over 66.8% of the content vs 50.4% of average time of the platform.

And to measure the effectiveness of the campaign, a Brand Lift was carried out with TikTok, which increased by 2.7% the level of Ad Recall and caused a lift of +2.9% in the Association of Atún Dolores® with variety of products and presentations.

From all this, we can highlight the synergy with creators, the initial impact and the audience retention. Humor and significant communication were key, along with TikTok's potential to generate clear and convincing narratives with creators and native tools.

Sources:

Internal Data TikTok Mexico, BLS, April 4th - June 3rd, 2023.

Client Internal Data, 2023