Talenti

OBJECTIVE

Leveraging Pulse Tastemakers to build awareness for Talenti's gelato line

Talenti set out to generate awareness for its gelato line among culinary enthusiasts. The campaign was grounded in a key insight: these consumers loved watching their favorite food creators on TikTok, making the platform a natural environment to connect Talenti's gelato with people already immersed in food and dessert content.

The brand’s emphasis on high-quality ingredients, expressed through its “premium, real ingredients” value proposition, aligned with the interests that brought this audience to culinary creators. Talenti partnered with TikTok to show up in exactly that context, reaching culinary enthusiasts as they discovered and enjoyed food content, and making its gelato line feel more visible and relevant.

SOLUTION

Pairing creator context with premium ingredients

Talenti partnered with TikTok to run Pulse Tastemakers, placing its gelato campaign alongside culinary content that already held the attention of engaged food enthusiasts. The strategy began with adjacency to an advertiser-selected lineup of food creators whose content reflected the brand's focus on high-quality ingredients, including @bromabakery (Sarah Fennel), @ryannordheimer (Ryan Nordheimer), and @brightmomentco (Lauren Sephton). Their food-focused videos provided relevant viewing contexts for Talenti's ingredient-led message.

Beyond the food creators Talenti had initially selected, Tastemakers Pulse helped identify additional cooking creators whose content and audiences were similar to the original group. This expanded the campaign into more relevant culinary content and helped Talenti reach additional food enthusiasts.

The campaign brought this to life through a specific creator-to-brand sequence. For example, fans watched Ryan Nordheimer, a home chef known for elaborate homemade desserts, celebrate the joy of seasonal ingredients. Immediately afterward, they saw a Talenti ad featuring the brand's desserts and emphasizing its "premium, real ingredients" proposition. The sequence carried the ingredient focus from the surrounding content directly into the ad, linking a concrete dessert theme to Talenti's product message.

RESULTS

Extending reach through creator adjacency

Throughout the campaign, Tastemakers Pulse placed Talenti's ads alongside content from its selected culinary creators and expanded delivery to additional cooking creators with similar content and audiences.

In support of Talenti's awareness goal, the campaign reached net-new audiences that the brand's other ad placements did not. 87% of people reached by Tastemakers Pulse were exclusive to the placement, and the campaign delivered a 2X Reach ROI, meaning Tastemakers generated twice its proportional share of exclusive reach relative to its share of campaign spend. That impact carried through to brand outcomes as well, with Talenti seeing a 1.4X stronger lift in awareness and a 4.7X stronger lift in intent compared with the Food & Beverage benchmark.

For Talenti, the campaign connected its premium ingredient message with the food content its audience already valued, turning contextual relevance into measurable awareness and intent.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.