Success with TikTok – how Häagen Dazs reaches the young target group – eCommerce magazine


TikTok is mostly used by young people. According to the latest representative Takumi survey, 14 percent of consumers in the UK, the US and Germany use this app – almost all of them at least once a week. A current ARD / ZDF online study indicates that 13 percent of 14 to 29 year olds in Germany use TikTok. In the age group above, the 30 to 39 year olds, the figure is only 4 percent.

Use of influencers: everyday product advertising

It is interesting that quite a few of the users find it more convincing when products are advertised by an influencer instead of the brand itself. 32 percent of consumers see it that way. In line with this, 26 percent of German consumers identify more with content from influencers for their real life than with advertising content from brands. What does that say The trend is moving away from clumsy product advertising towards a presentation of products that is “everyday”. Many might say that TikTok doesn’t exactly reflect everyday life, but whose everyday life? For younger target groups, it is much more about trying things out, testing things, being open – cosmopolitan, diverse, a little crazy. And that’s exactly what TikTok is.

Success with TikTok: The perfect channel for creativity

Among all social media platforms, TikTok is the escapist. In contrast to Instagram, YouTube and Facebook, TikTok is considered more realistic, more entertaining and more creative. So far, it’s a channel where brands and agencies are still testing a lot. A majority of brands are sure that TikTok is a perfect channel for creativity, but the vast majority of marketers are unsure at the same time because the platform does not yet offer an option to measure performance.

Captivating content in 15 seconds

TikTok has hit the nerve of the times. Short videos are becoming increasingly popular. So if you want to create content for this platform, you have to captivate the target group in the first 15 seconds. For brands and agencies, this usually means that they cannot simply extract spots from other moving image campaigns running on other channels. If you want to be successful with TikTok and generate attention, you need a channel-specific strategy and crisp, trend-oriented topics. Creative ideas are rewarded with a very high viral reach that cannot be reached so quickly on other social channels.

Success with TikTok thanks to viral advertising campaigns

In addition to the short videos, TikTok relies heavily on user-generated, creative content such as pranks, lip-sync videos, hashtag challenges and mini-tutorials. Live streams are also possible. In addition to direct influencer campaigns, brands can take part in so-called “Branded Hashtag Challenges”. Users are encouraged to post videos about the brand, which generates enormous attention. If the challenge works particularly well, a viral advertising campaign can emerge. A quarter of 16- to 44-year-olds trust the recommendations of a TikTok influencer more than those of friends – according to a Takumi survey. Therefore, brands should always ask themselves whether they want to become active themselves or want to advertise their products with selected influencers. If you do the latter, however, you should choose influencers carefully, because dishonest recommendations are harmful. The promotion of unrealistic body images and unsustainable lifestyles are also not well received.

Success with TikTok, Häagen Dazs
Häagen Dazs successfully relies on TikTok: #HaagIndoors campaign as part of the Secret Sofa Initiative (Image: otb / TikTok)

Success with TikTok: How Häagen Dazs used TikTok

The ice cream brand used TikTok as part of a multi-channel campaign during the lockdown. The #HaagIndoors campaign was part of the Secret Sofa Initiative, which took people in the UK to the couch every Friday night to watch popular films together. Selected influencers created suitable content for the films in combination with the ice cream. At the same time, these were advertised on Amazon Prime Now. Depending on the film, other partners were also integrated: including Sipsmith Gin for “Casino Royale”, Piper-Heidsieck Champagne for “Romeo and Juliet” and Jack Daniel’s for “Ghostbusters”. With stories about the performers, themed content, live interaction and costumes, fans became part of the campaign each week. The eight-week campaign created ongoing opportunities to raise awareness of the brand and create a positive mood for Häagen Dazs. The number of user-generated content as well as the sales figures increased significantly.