“If DiGiorno pizza was an individual, what would that particular person sound like?”
Entrepreneurs at DiGiorno requested themselves this query whereas planning the model’s first paid marketing campaign on TikTok final yr. Apparently, the reply is a musician – extra particularly, a rapper.
DiGiorno already had an natural presence on TikTok, however now it’s paying influencers to create unique soundtracks for the model to develop consciousness amongst youthful shoppers, particularly Gen Z and millennials.
Gen Z responds higher to content material that doesn’t really feel like an overt commercial, which makes them a troublesome group to win over with typical advertising, stated Nicole Almeida, affiliate advertising supervisor at Nestlé-owned DiGiorno.
A simpler technique is to encourage shoppers to speak a couple of model, somewhat than the model selling itself, and this entails creating adverts that don’t appear like adverts (even when the top result’s a rap music about cheese crust).
Take it to TikTok
DiGiorno labored with software program and analytics platform CreatorIQ, which can be one in all TikTok’s official advertising companions, to supply influencer companions for songwriting and measure the efficiency of their movies on TikTok.
Primarily based on CreatorIQ’s numbers, DiGiorno noticed a 3.6% enhance in model consciousness and a 6.8% uptick in model favorability on account of the marketing campaign. Extra importantly, the model additionally noticed a 3.1% increase in gross sales.
These numbers might solely be single-digit progress charges, however primarily based on trade benchmarks, even simply half a share level is a “vital indicator of change,” stated Timothy Sovay, chief working officer at CreatorIQ.
Sound on
This isn’t DiGiorno’s first time working with influencers, so the model already is aware of {that a} profitable TikTok marketing campaign goes past merely inking a contract with a creator.
It requires cautious strategizing and measurement to find out how a marketing campaign can drive a purchase order determination, stated Gabe Gordon, co-founder of Attain Company, which additionally labored with DiGiorno on the marketing campaign.
Hoping to enhance marketing campaign outcomes on TikTok, DiGiorno determined to experiment with unique audio to construct extra engagement that will enhance gross sales along with model consciousness. Though TikTok is understood for short-form video, an audio-focused marketing campaign is smart contemplating the platform’s origins. (In spite of everything, TikTok was Musical.ly as soon as upon a time.)
The marketing campaign began off with an unique rap music earlier final yr, adopted by different tracks all through 2022 throughout quite a lot of genres, together with pop, nation, opera and extra rap. Influencers additionally strategically posted their content material to coincide with tentpole occasions, resembling March Insanity, to compete with the frozen pizza model’s greatest competitors: supply pizza.
On common, 22% of TikTok customers who noticed DiGiorno’s marketing campaign watched the movies in full, producing a view-through price that was 17% greater than the trade median benchmark for consumer-packaged items (CPG) manufacturers, in keeping with Attain Company.
Pizza, please
To achieve as many individuals as potential, DiGiorno additionally pushed its movies into natural content material feeds utilizing widespread hashtags resembling #PizzaTalk. And the model used TikTok’s whitelisting function, Spark Adverts, to distribute widespread movies through the For You web page.
As a result of the For You web page is the primary web page customers land on after they open the TikTok app, it’s a great way to succeed in and have interaction new prospects past present ones.
Roughly three-quarters of TikTok customers discover widespread or viral content material of their For You web page, somewhat than instantly from an account that they comply with, stated CreatorIQ’s Sovay.
General, DiGiorno’s engagement price from this marketing campaign was 55% greater than Attain Company’s CPG benchmark.
Utilizing CreatorIQ, DiGiorno measured engagement primarily based on marketing campaign video views, feedback, shares, new followers on creator pages and the variety of customers that created split-screen duets. DiGiorno additionally used post-campaign surveys to measure model consciousness and model favorability.
However whereas engagement and favorability are nice, what manufacturers care about most is whether or not these metrics end in gross sales, together with incremental gross sales. A rise in incremental gross sales can be an indicator that DiGiorno’s marketing campaign was resonating with a brand new viewers that now considers its merchandise after seeing them on TikTok.
In line with CreatorIQ, DiGiorno noticed a 13% enhance in first-time purchases.
A end result like that could be a good indicator that “TikTok is the correct platform to put money into closely,” stated DiGiorno’s Almeida.
