Peek Freans

The Objective

Raise Awareness

To enhance recognition of the brand amongst the audience and engage with them on TikTok while spreading happiness online!

After establishing a niche market in Pakistan for packaged baked donuts, Peek Freans Smile was an instant hit in the local markets. However, being a relatively new brand, it needed to consistently work on raising its brand awareness to create top of mind in its target audience. For that it needed to adapt to every platform the audience engaged on. Hence, Peek Freans Smile offered its delectable donuts in two flavors, featuring luscious cream fillings and delightful sprinkles to the online community. Smile strived to fulfill its mission of spreading happiness on TikTok with the primary objectives of generating mass awareness and fostering active engagement within their target demographic on the platform.

The Solution

Launch of the First-Ever Branded Hashtag Challenge

Peek Freans Smile launched its first-ever Branded Hashtag Dance challenge and Branded Effect campaign “#WeLoveToSmile” on TikTok!

To capture the attention of its target audience on TikTok, Peek Freans Smile had to set up its personality as fun, young and exciting for them to relate to and develop a connection with. Younger audiences mostly interact with content that reflects their interests. Hence, Peek Freans Smile highlighted the most common online behaviors and integrated the most interacted with activities, like dances and filters, into its hashtag challenge.

Thus, Peek Freans Smile launched the first-ever Branded Hashtag Challenge campaign and made sure it connected with the TikTok community in the most authentic and engaging way. #WeLoveToSmile invited the audience to take part in the challenge by recreating the signature dance move and sharing their video renditions for a chance to win electronic giveaways! To make things simple, Smile also released tutorial videos to guide the audience on the outlined dance routine. 

Leveraging the power of TikTok’s Branded Effect, Smile meticulously integrated its delicious chocolate and strawberry donut cakes, along with colorful sprinkles on the screen, which helped bring awareness to the product itself. So, while people were dancing and grooving to the captivating soundtrack of the brand (its integrated jingle), they also had visibility to the product offerings on the screen. This helped raise awareness for the brand in a more holistic way.

To amplify the campaign's reach, Smile collaborated with several popular TikTok creators and used those videos as Spark Ads. By using premium placement available from TopFeed ads, Smile directed users to the Branded Hashtag Page using the traffic objective available on the TikTok Ads Manager.

The Result

The Smile Revolution

Spreading Smiles while driving results through a do-lightful campaign on TikTok!

The campaign’s resounding success took over TikTok, leaving a trail of smiles and boosting the brand’s awareness on the platform. #WeLoveToSmile garnered an groundbreaking 8.4 Billion video views, reaching an astounding 96.6% of the Pakistani audience on TikTok. Moreover, the campaign stirred an enthusiastic outpour of creativity, resulting in staggering 9.9 Million user-generated videos published on the platform.

Among the reservation solutions utilized, the TopFeed ads proved particularly impactful, generating a click-through-rate of 17.9%, leading users to the Branded Hashtag Challenge Page. Additionally, the campaign brought more than 170K new followers on Smile’s TikTok profile!

In essence, Peek Freans Smile's TikTok campaign achieved remarkable engagement and visibility, with #WeLoveToSmile becoming an anthem of joy and a top trend on the platform, reinforcing Peek Freans Smile's position as a beloved and engaging confectionery brand amongst their audience in Pakistan.