Rivella

From Feed to Billboard and Back Again: How Rivella Created a TikTok-to-DOOH Loop

Objective

Introducing a new soft drink product to Gen Z

As an iconic soft drink brand, Rivella has been part of Swiss culture for generations. But with soft drink shelves more crowded than ever, even established brands face the challenge of making new product launches stand out.

Positioned as "the newcomer of the year," Rivella needed to introduce its new product and drink can format in a way that would resonate with younger German- and French-speaking audiences.

With awareness as the primary objective, the campaign aimed to build strong recall and recognition for the new product at launch. Rivella's strategy was to amplify TikTok-native creator content both on-platform and out-of-home to maximize visibility and create synergy across channels.

Solution

Turning DOOH screens into a second stage for TikTok creators

Rather than treating TikTok and Out of Home as separate media buys, Rivella combined on-platform media with Out of Phone DOOH through the digital out-of-home advertising platform Displayce. Localized German and French creator content ran across 345 high-impact screens in the key target cities of Zurich, Lausanne, and Geneva.

What made the activation stand out was the loop it created. Creators visited the physical screens featuring their content and filmed their reactions to seeing it in the real world. Those reactions became fresh TikTok content, turning a single activation into multiple content moments across online and offline environments.

A Brand Lift Study then measured the impact of DOOH, providing a holistic view of campaign effectiveness.

Results

Outperforming industry benchmarks on ad recall and interest

Rivella's TikTok-native creative proved hard to miss when brought to life on full-motion screens in high-traffic locations, delivering 1.6 million DOOH impressions across 323 screens, on schedule and within budget.

An IAB-certified Brand Lift Study, comparing 250 exposed consumers against a control group of 250, confirmed the campaign's impact. Ad Recall reached 41%, well above the the 29% industry benchmark, placing Rivella among the top 15% of benchmarked campaigns.

Interest showed a similar uplift, reaching 57% compared with a 49% benchmark, again placing the campaign in the top 15%. Purchase Consideration also increased by 22 points, which was an especially strong result for a new product launch and demonstrates the impact of connecting TikTok content, DOOH exposure, and creator reactions into a continuous loop.

For brands, the other lesson is to think beyond treating DOOH as a separate channel bolted onto a media plan. Rivella showed how TikTok can extend authentic creator content from the feed into the physical world with the programmatic precision and measurement of an in-feed campaign, and then bring it back onto TikTok as fresh creator content. This connected loop allows each channel to amplify the other rather than simply duplicating the same message.