Chokis® Chocolate Chip Day

The Objective

Elevating our brand's chocolate chip asset

The chocolate chip is not only a key ingredient in Chokis® cookies, but it's also something they strive for their consumers to immediately associate with the brand. As Chocolate Chip Day approached, they saw a prime opportunity to further solidify their recognition and ownership of this beloved element in their cookies and to reinforce their brand's identity and recognition.

For this, they put together a 360-degree campaign featuring an engaging activation, informative digital content, targeted e-commerce promotions, and an enticing product tasting. Ensuring the brand’s presence across all our consumers' digital touchpoints was pivotal, and TikTok, with its dedicated community of food and beverage enthusiasts, proved to be highly relevant.

The Solution

Chokis sparking the 'Chokistas' on TikTok

For this campaign, first, it was very important to find out about their core target: the "Chokistas". They are young individuals, primarily millennials, characterized by their positive and energetic attitude. They seek spontaneity and highly value unique, creative, and authentic experiences. They enjoy sharing moments of fun with friends and fully embrace indulgent experiences that engage all their senses. Given TikTok's importance within this demographic, it was crucial to select it as a relevant content platform.

As TikTok stands out as one of Chokis®' most pivotal digital touchpoints, they crafted a campaign with tailored content to introduce Chokis® onto the platform. They needed an appealing solution where they could showcase this content, so, for the first time at Gamesa®, they used the Top View Shaker. The core message to position was 'Métele Chispa a tu día con Chokis®' and the Call to Action (CTA) was to invite the users to experience 'Chispark,' a brand activation event taking place in CDMX.

Partnering with Influur helped them connect with content creators for the first time and was a golden opportunity to align with their brand's tagline: 'Ignite your spark” collaborating with SiSomosGemelos. This campaign was strategically divided into three key communication components:

1.Awareness: Aiming to capture the essence of Chocolate Chip Day, sparking initial interest.

2.Conversion: Guiding users towards registering for the Chispark brand activation in CDMX.

3.Maintenance: Sustaining engagement through captivating content, focusing on our recipe pillar.

For this, they used various TikTok solutions:

Top View: Ensured prime visibility right as users opened TikTok, effectively delivering Chokis' Día de la Chispa message.

Shaker: Leveraging innovation, this feature seamlessly integrated Chokis® chocolate chips with animation, directing users to the Chokis® website.

Top Feed: Targeted our audience with a specific TikTok to create awareness on the Chispark Activation.

In-Feed Video: Maximized our reach through our partnership with SiSomosGemelos.

Views 15s: A specialized BETA feature fully optimized for optimal audience viewing.

In-Feed Traffic: Directed traffic to the website, facilitating user registrations for the Chispark event.

The Results

Creating impact and generating results

The campaign ran from May 15 to June 16 covering from launch to maintenance, all measured with a brand lift study to understand the impact of the strategy in ad recall & preference of Chokis®.

They achieved significant traction on the platform, gaining over 63 million impressions in just a single day and more than 3k shares and +15.5% lift in awareness. This surpasses the metrics of any previous PMF campaign within a mere 24 hours. Introducing the Top View Shaker format for the first time, they seamlessly integrated the 2-for-1 Chokis® promotion on e-commerce platforms, resulting in record-breaking sales on this channel.

This Top View Shaker proved highly successful, achieving an impressive 4.6% click-through rate (CTR). They also obtained 5.09% of Engagement Rate above 3.03% platform benchmark, +32.3% lift in ad recall (BM CPG +5.8%) and +3.1% in brand preference. Furthermore, their e-commerce promotion, as highlighted in the video, led to unprecedented sales figures on TikTok.

Sources:

Marketing Science Mexico | Study: CPG Brand Lift Study Benchmarks June 2023

Internal CPG Benchmarks Q1 2023

PepsiCo Ecomm Wrap Up May 23.