The Objective
Launched more than 90 years ago, Chiquilín is one of Spain’s best-known biscuit brands. To coincide with a new campaign celebrating its history, Adam Foods, in partnership with Adsmurai, came to TikTok for help creating an unforgettable advert that not only represented their past, but fully embraced the future.
The Solution
The instantly recognisable Chiquilín ‘niño’ has always featured on the biscuit packaging, and appears on various varieties of the biscuits themselves. Dressed in a flat cap with braces on his trousers, this lighthearted and loveable character defines the brand, and was the basis for the exciting new ad campaign designed to launch their new yet familiar look. And to make sure the campaign reached the right audience in the most impactful way possible, Adam Foods chose TikTok’s highly efficient, fully customisable platform, TikTok Ads Manager, to run an In-Feed Auction Ad.
By allowing you to control the costs of your campaign, In-Feed Auction Ads can reach the right audiences for the most efficient spend. All you have to do is set your targets, then let the platform’s sophisticated algorithm find the best way to reach the campaign’s goal.
Fusing traditional attire with modern sensibilities, Chiquilín created an ad featuring a real-life character dancing to a swing song with a modern beat. Adam Foods then used TikTok Ads Manager to set-up and run its own biddable ad campaign, driving users to a full brand showcase on YouTube. Through a captivating video featuring some irresistible dance moves, the ad gave users an exciting glimpse of Chiquilín’s new look directly in their For You feeds.
The Results
Running for four weeks between 13 July - 13 August 2020, the Chiquilín In-Feed Ad performed incredibly well, giving their new look a seriously successful launch. The ad delivered a reach of 1,360,931, while driving an impressive 59,411 clicks. Equating to a click-through rate (CTR) of 0.75%, it’s clear that this format and campaign resonated with the Spanish TikTok community.
