Mondelēz International, a key player in Kazakhstan’s snacking industry is home to beloved brands such as Milka, Oreo, Alpen Gold, and TUC.
Recognizing the power of TikTok to connect with consumers, Mondelēz International has partnered with Aleph Kazakhstan to leverage the platform's unique advertising capabilities for the past three years.
The Objective
Mondelēz International sought to achieve the following core objectives through their TikTok campaigns:
Boost Brand Visibility: Elevate brand awareness and recognition among the target audience on TikTok.
Drive Engagement: Spark active participation and interaction with their brands through compelling content.
Increase ROI: Maximize return on advertising spend by driving product sales and market share growth.
The Solution
Aleph Kazakhstan developed a comprehensive TikTok strategy for Mondelēz International’s activities in Kazakhstan, incorporating the following key elements:
Always-On Media Presence: Maintain consistent brand visibility through strategic TikTok advertising.
Influencer Marketing: Collaborate with relevant TikTok creators to generate authentic and engaging branded content.
Interactive Challenges: Launch exclusive TikTok challenges, like the Milka TikTok Challenge, to encourage user-generated content and direct brand interaction.
Creative Optimization: Utilize Dynamic Creative Optimization (DCO) and TikTok's Creative Boost to tailor content for the platform and optimize performance in real-time.
The Results
The strategic approach delivered impressive results for Mondelēz International:
● Massive Reach: The Milka TikTok Challenge alone reached over 10 million users, significantly expanding brand awareness.
● Market Share Growth: Milka's 300g chocolate bar saw a 0.22 percentage point increase in market share during the campaign period.
● Viral User-Generated Content: Campaigns generated thousands of user-generated videos, with some achieving over 47 million views, amplifying brand messaging and reach organically.
"TikTok has proven to be a high-performing platform for driving advertising ROI and is a crucial part of our marketing mix. Our three-year partnership with TikTok, facilitated by Aleph Holding, has allowed us to consistently create impactful content and execute innovative campaigns. We're particularly proud to be early adopters of new TikTok features in Kazakhstan. The collaborative efforts between our team, our media agency, TikTok, and Aleph have yielded exceptional results, and we are excited to further strengthen our relationship with TikTok."