Lacta

The Obje

Easter Success

Easter is the most important time of the year for any company that sells chocolates – and of course it would be no exception for Lacta. Mondelez, one of the main brands in the industry in Brazil, came to TikTok wanting to make a buzz last Easter.

But not just to generate buzz and reinforce branding. The brand was also aware of the impact that the platform could have on sales. All they really needed was the right strategy and solutions to make (and see) the numbers take off.

The Solution

Chocolate filled with a surprise

The 2024 campaign was far from the first Easter campaign of the century-old Lacta. So, on the strategy side, the brand already knew more or less what to do: Bring a strong name to give that peak of awareness, and then sustain visibility throughout the period around the date to generate more sales.

The first half of this Easter egg, the strong name, was none other than Juliette's. The now singer was hired by Lacta to be the protagonist of the main creative of the campaign, which earned the prominence it deserved on TikTok with TopView. The format took the video to the platform's most visible position for two days, appearing as soon as users opened the app.

To reinforce in the message, the second half of the egg was guaranteed with the help of content creators. Contracted by BR Media via Partner Exchange, the former TikTok Creative Exchange, content creators do everything from script to the final cut, facilitating the production of videos at scale and avoiding the dreaded fatigue of the creative.

In this case, they made their own videos following the theme of the campaign, and the videos were promoted with Spark Ads in the days before and after TopView, to take over the community feeds. Along with them, Lacta also promoted cuts and other versions of Juliette's creative – all to maximize impact.

The agencies David and Jüssi were responsible for bringing these two parts of the Easter egg together: David took care of the media and the creation of branding, while Jüssi handled performance media. But as with all good Easter eggs, there was also a little surprise afterwards. Not only one, but two.

First, a multi-cell Brand Lift Study, which Lacta used to track the impact of creators' creatives and their own videos separately. Thus, the brand wanted to evaluate what would be more interesting to reinforce investment in the future.

Then, a Sales Lift Study made with our measurement partner, LiveRamp, using data from a partner retailer. The analysis compares the sales volume between groups of people that saw and did not see the ads (exposed group and control group) for the entire campaign period, and still evaluates a few weeks later to account for the residual impact. Thus, the brand can see the effect of the strategy on results and incremental return on investment.

But then, what did the Easter Bunny bring to Lacta?

The Results

More recall and more sales

Lacta's strategy proved to be well suited, according to the two studies that the brand ran to evaluate the impact of the campaign.

On the brand-building side, both creators' creatives and videos made by the brand itself remained in users' memories. But even though they both moved the pointer, the creators' content was even more effective at doing so: It generated an extra 5 points of incremental ad recall – 13pp vs. 8pp.

This reinforcement in memory was reflected in the sales later. According to LiveRamp's analysis, Lacta's campaign increased sales by 20.5% at the partner retailer, well above the industry benchmark. For Lacta, this percentage represented a few hundred thousand reais in incremental sales, which would not have happened had it not been for the campaign on TikTok. And we're not just talking about online sales!

See how a good strategy on TikTok doesn't just move at the top of the sales funnel? Just measure it in the right way to see that the impact of the discovery on the platform goes well beyond it!