NotCo Mexico

The Objective

Amplifying awareness: NotCo's TikTok Journey

NotCo had a big challenge ahead of them: to significantly increase brand awareness, they wanted to communicate their core values of sustainability and healthy food alternatives. The main message revolved around NotCo's innovation, its unique benefits, and features as a product, inviting users to try it in various consumption moments.

They chose TikTok as their main platform for brand positioning due to its potential to reach and connect with millions of people, implementing some of the integrations that aligned perfectly with their goals and objectives.

When NotCo MX launched their first campaign on TikTok, they also recognized the platform's immense user engagement. Their primary objective was to kickstart the creation of their community and ensure maximum exposure. This emphasized the crucial need to grow their followers, aiming for a minimum of 100K within the initial three months.

The Solution

NotCo's Recipe for Brand Success

NotCo's recipe for success involved always-on collaboration with VKNG Agency, a global TikTok Creative Partner, and TikTok’s GBS Team. These strategic partnerships fueled the creation of compelling, authentic campaigns that resonated with the brand's target audience. NotCo placed emphasis on its core values of sustainability and plant-based food, leveraging user-generated content (UGC) native to TikTok.

Focused on interacting with people over 18 years old in Mexico and with the primary objective of ensuring widespread awareness about NotCo, they decided that for this initial campaign, it was best to keep it open to individuals above 18 years old and encompass the entirety of Mexico, which is the region where their products are sold through retail and partners. In this way, they would generate content that would prompt people to wonder, "What is NotCo?".

To begin, they actively joined trending conversations. This was paired with key information about who they are and where to find them. The aim was for visitors to their feed to leave with their questions answered. Instead of exclusively targeting vegans and vegetarians, they wanted to pique curiosity about the brand and products for everyone. This shift allowed us to broaden our appeal and expand our community.

To effectively navigate the TikTok arena, NotCo focused on traffic and interactive campaigns, aiming to surpass their business objectives with In-Feed, Spark, Auction, and Reach & Frequency ads. Additionally, partnering with prominent brands significantly elevated their market stance and positioned their products in an innovative way.

Additionally, for this campaign, they collaborated with two content creators. One of them is a top figure in the cooking category, "Eva Quintanilla," and the other belongs to a completely different vertical. In this collaboration, they put NotCo's flavor to the test in a disruptive and unique way with the slogan "Jimmy, Let's Put It to the Test". The strategy involved recreating one of the chef's recipes to challenge the taste of the product and showcase its benefits.

The results

Getting results while connecting with the audience

In one of their TikTok-first campaigns, by collaborating with trending creators, they achieved over 17 million views and a substantial uptick in website traffic. These marketing efforts through the platform not only boosted their online presence but also reinforced NotCo's unique brand narrative.

Leveraging user-generated content (UGC) native to TikTok, NotCo gained remarkable results, accumulating 300,000 followers in only two months, reaching 65 million users, and receiving over 3.5 million likes.

A blend of authentic content (UGC), trends, and user connection through shared values proved instrumental in NotCo's success. This unique combination generated a valuable form of brand awareness, as they connected with an audience that genuinely resonated with their message.

Sources: TikTok data interna 2023, benchmark vs promedio año pasado | TikTok Data interna 2023 , benchmark vs el promedio crecimiento mensual del año pasado. | Data interna NotCo.