The Objective
Who hasn’t heard of Birds Eye? The hugely successful frozen food brand was started by Clarence Birdseye, inventor of the fast-freezing process now standard practice across the world. It’s objective was to raise mass appeal for its new range of Chicken-Free Dippers as part of the Green Cuisine range, amongst flexitarians.
The Solution
To hit its goal, Birds Eye worked with popular Creator Sherice Banton (@shericebanton), who holds the key to an existing TikTok following of over 1.7 million users, to create an In-Feed Ad run at auction.
In-Feed Ads run natively in the For You feed, amongst content users love and explore every day. They deliver mass exposure whilst generating deep engagement through strategic placement and an organic feel. The ads then push users to an external landing page, the website or product page for example, as was the case here for Birds Eye.
The creative was simple and eye-catching, developed in the punchy, comedic style of Sherice’s posts. Sherice is crazily excited to find chicken dippers in the kitchen and, after trying them, is amazed to discover she’s snacking on chicken-free dippers. Hilarious facial expressions ensue with a happy food dance, even slapping a hand away from her precious chicken-free dippers. This is entertainment value, through and through.
The Results
The results were a resounding success, reaching more than 4.8 million unique users and generating an overall final campaign CPM of £1.21. Cost-effective and wide reaching, it shows that the community was clearly entertained, spreading Birds Eye’s chicken-free dippers across their feeds.
"TikTok is a growing platform which we identified as a test and learn opportunity for Birds Eye. We decided to activate against our new Green Cuisine chicken-free range and this platform was perfect for increasing awareness of the new product via content that was native to the platform. Investing in TikTok delivered some fantastic results, particularly against the impression and CPM KPIs we set out, and allowed us to reach new audiences. We are continuing to explore how this can form part of our ever-evolving digital marketing strategy," said Jonathan Wright, Brand Communications Manager for Nomad Foods.
