Adrenalin Kid – The Power of TikTok
A three-month TikTok campaign targeting 13–17-year-olds: 70%+ reach, 110,000+ engagements, less than half a forint per contact.
TikTok was the clear advertising trend of 2021. Together with our partners, we adapted our offline campaigns for the digital space, where TikTok formed the backbone of the media mix – achieving a reach of over 70% and outperforming traditional media.
Below, we examine the strategic foundations of the Adrenalin Kid campaign and evaluate the results of the complex TikTok strategy, which ran for nearly three months.
- Project: Adrenalin Kid – TikTok campaign
- Platform: TikTok
- Campaign period: 06.14 – 09.20
- Target group: 13–17 age group
- Objective: Increasing brand awareness and boosting sales
A) First stage
Over a period of three months, we shared nine animated videos on Adrenalin Kid’s profile, all produced by our agency. We also promoted these with adverts. After every third video, we ran a prize draw amongst those who commented, on three occasions in total – the winners were announced in a video.
B) Second stage
In the second phase, we aired a synchronised, professional advertising film: a 15-second, TV-quality spot set to music was broadcast weekly within a dedicated advertising block. Target audience: 13–17 years. We achieved more than double the planned reach.
C) Third stage
The third phase focused on collaborations with influencers. We engaged 10 influencers in two phases, who created and shared their own TikTok videos based on the brief.
Results: Taking all three phases together, we achieved a cost per contact of less than half a forint per person, whilst generating more than 110,000 active engagements (comments, likes, shares) amongst the target audience.