CPG YouTube Campaign Guided By Brand Mentality™ Reaches Coveted Multicultural Audience

CPG / MULTICULTURAL / BRAND MENTALITY™ CASE STUDY

Brand Mentality-Guided CPG YouTube Campaign Reaches Coveted Multicultural Audience

Personal care brand runs innovative campaign to lift brand awareness and identify key influencers, as well as moments that matter.

Young woman moisturizing

THE GOAL

A CPG Personal care brand wanted to reach multicultural consumers with brand messaging, in order to make their name top of mind for their target consumers on YouTube. 

The campaign aimed to reach the ideal multicultural consumers, so effective tactics were implemented and measured via brand lift study to identify lift in brand awareness among that target audience.

THE METHOD

Sightly implemented a strategic combination of skippable and non-skippable units. Strategic implementation was to be guided by the brand’s Brand Mentality™, Sightly’s proprietary approach for implementing a brand’s contextual preferences, reactions to scenarios, desired outcomes, and more.

jars of moisturizer
  1. Created an extensive AA Influencer channel list of beauty, fashion and entertainment influencers that resonate with the target AA .
  2. In addition, created an extensive channel list targeted to Latina audiences on YouTube, to create a hyper relevant targeting base.
  3. Identified moments in real-time that represented the brand’s core values via the Brand Mentality™ profile. This included content around Black History Month and Women’s History Month.

THE RESULTS

moisturizer in palm

Extensive testing and hyper-relevant optimizations based on Brand Mentality resulted in a statistically significant brand lift, with 103K lifted users for awareness (+2.5% relative lift).

Beyond typical media measurement, the campaign also provided learnings about meaningful cultural moments that mattered and the influencers that resonated most with their audience. Top influencers included Cardi B, Saria Raine and Lil Uzi Vert.

The insights were twofold:

  1. There is an abundance of data that can be used to inform general business goals, targeting tactics, creative, and more.
  2. We learned more about the contextual relevance of influential content creators in the AA community.

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Vita Coco Capitalizes on Viral TikTok Trends to Engage Audience

BRAND MENTALITY™ CASE STUDY

Vita Coco Capitalizes on Viral TikTok Trends to Engage Audience

Top multinational beverage company uses Brand Mentality™ to drive viewers to Amazon product page.

TikTok creator dancing to the music

THE GOAL

Vita Coco wanted to capitalize on viral TikTok trends to reach its target market in an exciting and eye-catching way, increase purchase intent and drive traffic to its Amazon product page.

The brand partnered with Sightly to harness the power of Brand Mentality™—Sightly’s proprietary platform that matches the latest trends with your brand’s custom opinions & content preferences—in order to effectively identify trends on TikTok and develop creative and distribution strategy at speed.

THE METHOD

Sightly’s Anticipation Software™ monitors real-time trends across the digital landscape and filters them according to Vita Coco’s custom profile in our Brand Mentality™ platform.

Nature's Cereal post

It identified the Nature’s Cereal trend on TikTok, which was first introduced by @natures_food and popularized by Lizzo that involves users creating a meal of blueberries, strawberries, pomegranate seeds, and coconut water.

The platform identified the trend’s relevance to Vita Coco, and recommended action.

Within 24 hours of trend identification, the Sightly team was able to:

  • Provide strategic advisory and creative oversight
  • Launch Vita Coco’s own Nature’s Cereal promoted post on TikTok featuring its hero product, and
  • Include an “order now” CTA, which drove viewers to Vita Coco’s Amazon product page.

The content was boosted over a two-day flight to stay within the framework of fleeting TikTok trend relevance.

THE RESULTS

tiktok viewer comments

Vita Coco’s trend-centric TikTok approach fueled by Brand Mentality™ was a huge success. (Read more about it in this recent Marketing Dive article.)

The campaign led to a .64% CTR (+35% above benchmark), indicative of an increase in purchase intent and site traffic to the brand’s Amazon product page.

The two-day flight also more than doubled the brand’s organic social following on TikTok and created a huge buzz with viewers.

Many of them commented on how quickly Vita Coco participated in the viral trend, a testament to the power of Brand Mentality™ and Sightly’s ability to monitor real-time trends and match them to any brand’s custom campaign needs.

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Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

TIKTOK CASE STUDY

Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

Top multinational beverage company expanded reach to TikTok and achieved a 61% lift in ad recall.

TikTok influencer

THE GOAL

Sightly’s Brand Mentality™ technology identified a strong audience-alignment opportunity on TikTok for its American multinational beverage company partner.

The team decided to run a test campaign with the primary KPI of brand awareness, as measured by ad recall via TikTok’s Brand Lift Study feature.

THE METHOD

Sightly used the advanced analytics in its Brand Mentality™ platform to align signals from its expansive data stream with the brand’s business priorities and identified a specific TikTok content category as a strong fit for the brand and its message.

TikTok app on phone screen

We guided the brand through its first ever TikTok campaign.

The analysis used first party data to identify influencers and target specific creators that best aligned with the brand, its audience and the TikTok video topics.

Sightly distributed short form video creative featuring the TikTok influencers and timed the campaign for the period leading up to a promotional holiday for the brand’s category.

THE RESULTS

%

Increase in ad recall

A 61% increase in ad recall demonstrates success in reaching the desired nationwide audience, and is a strong indicator of large increases in awareness among the target demographic and interests.

Beyond the lift in ad recall, Sightly’s TikTok campaign generated a CTR of .59%, 24% above the TikTok benchmark. Females engaged with the ad more than males, a learning that will guide future strategies for the brand on TikTok and other scalable platforms.

Also, in looking at TikTok’s performance against other digital platforms, Sightly’s TikTok campaign was more cost efficient at driving clicks than three other paid media platforms.

Sightly’s approach, initiated by its Brand Mentality™ technology, allowed the brand to capitalize on trends and content in real time. The ability to identify a new ad platform, content category and influencers for expanding the brand’s reach led to significantly increased ad recall and valuable learnings.

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