The Objective
Quick service restaurant chain, Taco Bell set out to drive awareness around their restaurants and famous tacos in the U.K. They wanted to reach the TikTok community to call attention to their presence in the market, and to showcase their hero product, the Crunchy Taco. The brand wanted to connect with users in an authentic way, using talent to highlight both the food and attitude of Taco Bell.
The Solution
Taco Bell wanted to create relevant content for the community, so they took part in the TikTok Creative Exchange (TTCX) program. TTCX enables fast, scalable production of creative content for brands. The platform gives instant access to a selection of the best TikTok creative partners in the industry and facilitates efficient collaboration. Brands can manage creative projects through the portal in a simple workflow, designed to generate best in-class creative.
Taco Bell worked with creative agency partner Uncovered Group and collaborated on producing creative that embodied the brand and their identity. Jae Edwards & Micah Cobe were the talent chosen to spread the Taco Bell message during this Reach & Frequency In-Feed Ad campaign, as they both appealed to various subcultures on TikTok. The content was fun, upbeat and made use of in-app editing tools to give a truly native TikTok feel.
The Results
Taco Bell achieved their objective of driving awareness, with over 4.5 million impressions generated throughout the campaign. The assets produced through TTCX performed extremely well, showcasing the power of the platform and the quality of their content. The benchmarks set were exceeded by almost double, with a view through rate of 24.7% and a 40% increase in the average watch time. TTCX and the alignment of talent with the brand ensured the creative was on point, with the added benefit of speaking directly to their audiences, which left the community hungry for more.
