Oasis
Promoting Oasis x JUL collaboration with TikTok Pulse
Objective
Oasis is the iconic non-carbonated fruit drink known for its fun and quirky fruit characters. For their new campaign, Oasis choose TikTok to celebrate its collaboration with the famous French rapper JuL, by matching the emblematic fruit characters with the codes and aesthetic of the artist.
Solution
To maximize visibility, Oasis opted for the premium placement of Top View combined with In-feed Ads. Top View is TikTok's most premium ad format, placing Oasis' 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.
Adding on to this premium placement, Oasis opted for premium contextualisation thanks to Pulse. Pulse solution allows advertisers to select ad placements immediately after the platform's premium publisher content or the top 4% of trending content shaping culture.
The combination of Top View and Pulse products is the winning formula of this impactful campaign as proven by the Brand Lift Study (BLS).
Results
The BLS has shown outstanding results and proved the added value Pulse delivers. The campaign secured a strong +30% Ad recall, with +10% awareness and +10% brand association. The study has also demonstrated the positive impact of the Top View format in terms of Engagement Rate with 5,78% (+75% vs benchmark).
Pulse has proven that premium contextualisation plays a key role in driving all the main KPIs, notably Click Through Rate (+416% vs benchmark In-Feed) and Engagement rate (+667% vs benchmark In-Feed). As Oasis' ad appeared immediately after premium publisher content or trending content, Pulse helped in increasing the number of people who watch and stay on the video (+343% in VTR 2s and +777% in VTR 6s vs benchmark In-Feed).
Comparing the results of this campaign with a previous campaign ran in 2022 by Oasis with the same budget and reach objective has proven that Pulse made a significant impact as we observe important lifts for all main KPIs vs 2022 campaign : +208% in CTR ; +263% in ER and +247% VTR 6s.
"We're delighted to be working with Tiktok ! Top View is an ideal format to guarantee a powerful launch. And we're particularly pleased with the Pulse format, which makes it easier to consume content in a highly affinity-based context. It's ideal for a brand content activation in the world of music, aimed at 18-25 year-olds"
