Gocciole

The Objective 

The overarching aim of the Gocciole campaign was to drive awareness and engagement amongst a whole new audience across Italy. This involved an enticing call to action, designed to elicit active participation from TikTok's diverse and dynamic user base, rallying them to partake in an exciting Branded Mission. 

The Solution 

The Gocciole campaign focused on two of TikTok’s most powerful platforms: the Branded Mission and the Branded Effect. With a goal to engage the TikTok community in an unforgettable and impactful way, Gocciole launched their campaign with a visually striking Top View, ensuring that their message took centre stage with a 100% sound-on ad placement that occupies the full screen of all regional users upon launching the app. 

Throughout the duration of the mission, Gocciole also harnessed the power of TopFeed, a dynamic and immersive platform that effectively steers users towards the dedicated Branded Effect landing page. 

To gauge the overall impact and effectiveness of the campaign, a comprehensive Brand Lift Study was conducted. This in-depth analysis was aimed at quantifying and qualitatively assessing the campaign's marketing results and objectives. By scrutinising key metrics and gathering user feedback, we gained invaluable insights into the degree of resonance the brand had achieved with the TikTok community, as well as how successfully the campaign objectives were met. 

The Results 

The Gocciole brand campaign not only made a resounding impact, but also achieved truly remarkable and quantifiable results. The campaign significantly exceeded expectations, securing an impressive mission submission rate 51.7% above the established benchmark – proof of a strong resonance within the TikTok community, and a genuine enthusiasm to participate in the mission. 

The Gocciole campaign yielded a remarkable increase of +9.6% in ad recall, successfully embedding the brand’s message deep within the memory of its target audience. Favorability was also notably higher at +2.4%, cultivating a positive brand perception within the target audience. 

These exceptional results underscore the efficacy of Branded Mission, and highlight the campaign's undeniable success in not only engaging the TikTok community but also in effectively advancing Gocciole's key objectives.