Knorr

The Objective 

Knorr is one of the world’s best-known providers of sauces, stocks, and seasonings. To spread their message about eating well for the good of the planet, Knorr came to TikTok – its inaugural campaign on the platform – for a multifaceted campaign that would challenge the entire community to cook mindfully. Localised for Italy but part of a global project, Knorr's aim was to promote conscientious food habits while boosting its brand profile to a whole new audience.

The Solution 

Knorr worked with global media and marketing agency Mindshare to produce a campaign featuring three of our most powerful advertising platforms: TopView, Top Feed, and Spark Ads. 

The Knorr TopView ads ensured the campaign’s content took centre stage, capturing the community’s attention by placing their content at the top spot of users’ feeds when opening the app, before merging into the first video of the For You feed. Knorr then deployed Top Feed as a complementary solution – placing their promoted videos in the first In-Feed Ad slot when users open the app and start their For You feed journey. 

Finally, Knorr added Spark Ads to the mix. These dynamic, scroll-stopping creatives seamlessly integrated into users' feeds thanks to their native feel, delivering compelling content that resonated perfectly with the brand’s target audience. 

To measure the campaign's effectiveness, we conducted a comprehensive Brand Lift Study. This meticulous measurement process allowed us to quantitatively assess the impact on key brand metrics, providing valuable insights into the campaign's reach, resonance, and overall effectiveness.

The Results 

The Knorr campaign performed incredibly well, giving their global project a huge dose of exposure and engagement throughout Italy. By fusing three powerful ad platforms with content from an influential Creator – Pamela Paolini – the brand was able to catapult its message straight into the hearts and minds of its target audience. 

The Brand Lift Study yielded truly remarkable results, with a staggering 15% increase in Ad Recall. This monumental uptick demonstrated TikTok’s unparalleled ability to spread brand awareness and recognition. An 18x boost to Intent was also recorded from the study, demonstrating the power of a targeted campaign like this to shift consumer behaviour. Plus, the performance of the Spark Ads exceeded even the most ambitious benchmarks, registering an impressive 186% surge in Engagement Rate, while the campaign as a whole.