Pressbyrån

The Objective 

The Swedish convenience store Pressbyrån wanted to promote their offer on lussekatt pastries in the Christmas period in a creative way. They came to TikTok for a competition to nominate the “lussekatt of the year”, using a fun play on words to incorporate cats in the communication – all while increasing awareness for their stores and campaign to a whole new audience.

The Solution 

Pressbyrån sought support in producing native TikTok content through TikTok's Creative Exchange program, collaborating with TikTok Creative Marketing Partners to source creator content effectively. The program can enrich your campaign with innovative ideas and creative insights, ensuring your message remains at the forefront of TikTok's creative landscape to foster a dynamic and engaging brand presence.

Pressbyrån further promoted their campaign using TopFeed ads. These featured creator assets bought on Reach & Frequency to build consideration and awareness, and were delivered as the first videos when a user opened the app, seamlessly integrating into organic videos of the For You feed. Lastly, Pressbyrån added a Display Card to their ads. The Display Card add-on lets you add an additional customised image to your in-feed video ad. Once the display card appears in the ad, it will function as a CTA button that drives traffic to your website or app download page.

In the hope of gaining real, usable insights from their campaign, Pressbyrån chose to run a Brand Lift Study alongside their ads. When you run a TikTok Brand Lift Study, we create two randomised groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. We then use a combination of polling and statistical techniques to measure the difference in key performance indicators – like awareness and ad recall – between the two groups, which can be attributed to your advertising. 

The Results 

By choosing to create native video content through the exchange, the Pressbyrån campaign blended seamlessly into the TikTok ecosystem – generating a huge level of interest amongst the target audience. More than 10 million video views were recorded throughout the campaign’s duration, with a seriously impressive +26.6% ad recall – proving the effectiveness of a TikTok-first approach.