Approach and strategy for the successful development of Aladin Foods TikTok profile

After we successfully showed you in our previous case study how we optimized the advertising on the doner kebab funnel of our long-time partner Aladin Foods and increased ROAS to a 4-digit value, it’s the turn of consumer engagement.

THE TASK

Aladin Foods contacted us again, but this time with the task to expand the brand communication in a new direction and to a larger audience.

We knew full-screen short videos were in their heyday and there’s hardly a person who hasn’t heard of TikTok by now. Both younger and older people recognise the app as a place where they can have fun, express themselves, find interesting challenges, ideas or just share more about themselves. This was the reason why we suggested to Aladin Foods to bring their communication to TikTok.

Our task was to propose an approach to attract the attention of the audience in the app. We decided to do this by creating attractive content that is close to the interests of TikTok users, covers the micromoments in their daily lives and speaks their language.

WHERE DID WE START?

The first thing we had to do was to analyze the interests and topics of communication that appeal to the brand’s target audience – on the one hand, it was our long-standing work with Aladin Foods that helped us, and on the other hand, the research on the viral content platform and successful profiles. From our analysis and experience with the social network, we knew that TikTok users don’t like purely advertising and product content. This was a clear signal to us that the web was not suitable for direct sales, but in turn we could use it to show how fun, adventurous and fresh the brand is and of course – to reach a larger audience.

THE STEPS WE WENT THROUGH

Collaboration with critters

We believed it was a good approach to start our communication by partnering with creators with a smaller fan base, but who are familiar faces on the app, have an engaged audience and are a good fit for the brand. The brief to them was to create quirky and fun content that positioned Aladin Foods but also didn’t shy away from their style. However, this content was not published on their channels, but could only be found and seen on the brand’s channel. Our decision to choose these particular types of creators was to help TikTok’s algorithm “know” them, and we made sure to tag them in our videos to increase the chances of our content reaching their audience as well.

Partnership with Oily BG

Shortly after the launch of our TikTok account, we started a partnership with Oily BG, where together we had to organize a competition for sports eating doughnuts. Knowing TikTok’s audience and their interests, we thought it was appropriate to promote the event there as well. We will not lie to you that even we were surprised by the results we achieved during the campaign. In less than a month, our two campaign videos managed to accumulate 400,000 views, and the interest in the event was so great that long queues formed on the days of the competition and our colleagues from Aladin Foods could barely keep up with the orders.

Author’s situational content

Our successful partnership with the creators and the campaign videos we created for the joint event between Aladin Foods and Oily BG helped us to build a critical base of followers and views, which was a clear sign for us that we can now continue with the development of the channel with original videos. We stepped into the consumers’ shoes and wove the brand into their everyday moments – hanging out with friends, dinner with their spouse, eating at school or university, or just when they’re really hungry, trying to communicate the brand’s most famous and coveted products, but also keeping it fun, fresh and quirky – just in the Aladin Foods style.

WHAT WE ACHIEVED

Most importantly, in the eyes of consumers, we weren’t creating promotional videos, we were creating “tick-tocks” and that helped us achieve great results in a year:

• we gained over 16 000 followers;
• we published 50+ videos;
• we received more than 160 000 likes;
• We have 6 videos with over 100 000 views, and the most watched of them got 463 000 views.

The results we achieved clearly showed us that even if the main goal of a brand is to sell products or promote events, TikTok is a network that opens many opportunities for brands and can help them connect with their audience and build a community together.