To help spread awareness of the brand and its new Truth or Dare game across the Netherlands, we chose TikTok as a key channel to kick-start Doritos' irresistible campaign.
Adding a fun and entertaining twist to the popular Google Assistant phone app, Doritos Truth or Dare works exactly as it sounds; offering players a series of questions based on voice assistance, often with hilarious results. And to make impact with the new creation, we turned to TikTok and its premium placement – TopView*1.
We chose to work with popular creator @saarbabyy to produce an authentic-feeling ad that showed exactly what the game was all about. In a hilarious clip, the ad takes users through the various truth or dare scenarios of the game – ending in an outrageous dare to eat a spoonful of mayonnaise. A call to action then directs users to the Doritos Netherlands page.
With the Doritos ambassadors, we've been driving campaigns across Instagram, YouTube and TikTok. We've seen an uplift in engagement rate on TikTok that's been unparalleled. To go beyond the ambassadors' social media, we've done this test case with TikTok TopView ad. And the results are amazing thanks to the creative video of our ambassador @saarbabyy.
— Sophie Lee, Communications Manager
The Doritos TopView delivered over 5 million impressions, 4.7 million video views, and 1 million clicks in only one day.
The CTR was also very positive, achieving over 20% – well above the platform benchmarks. When combined with an engagement rate of more than 22%, it's easy to see the benefit of collaborating with a TikTok Creator, who can boost interest and intention to comment, share, or like a video thanks to their recognition.
The Doritos TikTok account also benefited from the campaign, receiving over 7K new followers which will serve as an excellent foundation for future campaigns.
More and more brands are experimenting with famous influencers instead of models to be the faces of their ads. This campaign has proven the effectiveness of using a relatable Dutch face to drive brand engagement. This could be the future of ads across different paid channels.
— Shanice Engel, Associate Partner