“If DiGiorno pizza was an individual, what would that individual sound like?”
Entrepreneurs at DiGiorno requested themselves this query whereas planning the model’s first paid marketing campaign on TikTok final 12 months. 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 authentic soundtracks for the model to develop consciousness amongst youthful customers, specifically Gen Z and millennials.
Gen Z responds higher to content material that doesn’t really feel like an overt commercial, which makes them a tough group to win over with standard advertising, mentioned Nicole Almeida, affiliate advertising supervisor at Nestlé-owned DiGiorno.
A more practical technique is to encourage customers to speak a couple of model, relatively than the model selling itself, and this entails creating advertisements that don’t appear to be advertisements (even when the tip result’s a rap tune about cheese crust).
Take it to TikTok
DiGiorno labored with software program and analytics platform CreatorIQ, which can also be certainly one of TikTok’s official advertising companions, to supply influencer companions for songwriting and measure the efficiency of their movies on TikTok.
Based mostly on CreatorIQ’s numbers, DiGiorno noticed a 3.6% enhance in model consciousness and a 6.8% uptick in model favorability because of the marketing campaign. Extra importantly, the model additionally noticed a 3.1% increase in gross sales.
These numbers could solely be single-digit development charges, however based mostly on trade benchmarks, even simply half a share level is a “vital indicator of change,” mentioned 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 resolution, mentioned 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 authentic audio to construct extra engagement that might enhance gross sales along with model consciousness. Despite the fact that TikTok is understood for short-form video, an audio-focused marketing campaign is sensible contemplating the platform’s origins. (In any case, TikTok was Musical.ly as soon as upon a time.)
The marketing campaign began off with an authentic rap tune earlier final 12 months, 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, equivalent to March Insanity, to compete with the frozen pizza model’s largest competitors: supply pizza.
On common, 22% of TikTok customers who noticed DiGiorno’s marketing campaign watched the movies in full, producing a view-through fee that was 17% greater than the trade median benchmark for consumer-packaged items (CPG) manufacturers, in accordance with Attain Company.
Pizza, please
To succeed in as many individuals as potential, DiGiorno additionally pushed its movies into natural content material feeds utilizing well-liked hashtags equivalent to #PizzaTalk. And the model used TikTok’s whitelisting characteristic, Spark Adverts, to distribute well-liked movies through the For You web page.
As a result of the For You web page is the primary web page customers land on once they open the TikTok app, it’s a great way to succeed in and have interaction new clients past present ones.
Roughly three-quarters of TikTok customers discover well-liked or viral content material of their For You web page, relatively than immediately from an account that they comply with, mentioned CreatorIQ’s Sovay.
General, DiGiorno’s engagement fee from this marketing campaign was 55% greater than Attain Company’s CPG benchmark.
Utilizing CreatorIQ, DiGiorno measured engagement based mostly 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 could 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 accordance 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 proper platform to spend money on closely,” mentioned DiGiorno’s Almeida.
