When you are a brand as big as Nestle you have to make sure that your marketing and advertising strategy is well grounded across all platforms. ATL or BTL, brands of such magnitude can’t leave any loose ends for other bigger players in the market to make use of. TikTok For Business has come up as one of the most lucrative marketing platforms there is right now. Nestle Nescafe has decided to use the potential of TikTok.
TikTok is rapidly climbing the list of most popular social media networks in the world. Being in the top 10, the platform is getting some serious attention from marketing companies. Jack of Digital is one company that not only knows the inside out of TikTok For Business but it is also the official partner of TikTok in Pakistan.
Nestle has teamed up with Jack of Digital to communicate on TikTok to create brand awareness. Initially, The FMCG brand will be pushing Nestle NESCAFE products. Recently Nestle NESCAFE 3-in-1 coffee ad has been running successfully on the network.
According to Jack of Digital, the results achieved so far have been staggering. There has been at least 59% increase in brand awareness, 65% surge in brand preference, and 31% increase in brand love. TikTok is most frequented by young and adults between the ages of 12 to 26, which is roughly the target audience of Nestle NESCAFE. This makes the effort more fruitful and could translate into tangible results as far as sales are concerned.
All said and done, the tricky part for both brands and marketers is the content quality. Content extracted from a regular campaign to fit into TikTok For Business model might not work. Brands will have to fall back on their creative agencies to come up with TikTok ideas or to creatively mold an existing campaign to jell in with the TikTok ethos, otherwise, the user will not bear with the brand for more than a couple of seconds.
TikTok For Business is going to be the most powerful tool for brands. The platform gives access to millions of potential consumers who have the biggest say when it comes to buying. It could also become a nursery for developing loyal customers.