Danone

Objective

Establishing a positive brand image among TikTok users is of utmost importance to Danone. Therefore, when Danone ran an awareness campaign for their brand Actimel in the Belgium market, the campaign was slated to achieve dual objectives of increasing brand knowledge and ensuring the ads to be published in a "safe" environment. 

Solution

To maximize visibility, Danone opted for a Smart Bundling combining several formats such as Top View and In-feed. Top View is TikTok's most premium ad format, placing Danone' ads on the opening screen as users open the app, ensuring significant reach for the brand. With its unique opening screen placement, Top View is well placed to drive awareness and brand love. The campaign also featured In-feed Ads and Top Feed featuring TikTok Creators in order to keep a native approach in terms of content. 

In addition to maximising awareness, the significant challenge for Danone was on the Brand Safety perspective. As an established and reputable brand, Danone wanted to ensure their ads would be placed alongside suitable content that matches their brand identity. Hence, TikTok Inventory Filter solution was the perfect solution that gave Danone control over the type of content which ran next to their ads. 

TikTok Inventory Filter allows advertisers to choose between 3 tiers: Full, Standard and Limited. Full inventory may include mature themes next to the brand's ads while Limited inventory ensures there are no mature themes alongside ads. For this campaign, Danone decided to use the Limited inventory and became the first advertiser in Belgium to implement this solution.

Once the Inventory Filter was implemented, Danone collaborated with TikTok Marketing Partner IAS and their measurement solutions to measure the Brand Safety score of the campaign.

Results

IAS verification proved that Danone achieved a Brand Safety score of 99.9% and a brand suitability score of 97.6% for this Actimel campaign. This campaign was placed on the top part brand safety score benchmarks, ensuring Danone's ads were displayed in a safe and suitable environment.

On the awareness front, Danone also secured a strong 34,2% of viewability (% of impressions seen for at least 2 seconds) which was once again in the top part of the benchmark (10% - 40%). 

"Danone is a long-standing global partner of IAS’s, and we work together to ensure they have the best possible media quality across all of their brands and campaigns globally. Through our partnership with TikTok, we are able to ensure Danone can drive superior results and expect the same levels of media quality measurement and optimization across one of their key partners."

Clément Bascoulergue

Integral Ad Science Country Manager, France & Belgium