TikTok case for Lukas

In this case study, we share how we promoted the sweet giant on TikTok and convinced the audience that production videos can be interesting.

 

Promotion Period: September 2023 – present.

Followers: From 1,500 to 77k

Project Features:

• Low TikTok profile activity before starting work.
• Lack of communication with the audience initially.
• Absence of unique content adapted to the TikTok platform.

Tasks:

• Revive the page and resume video posting.
• Develop an effective TikTok promotion strategy.
• Create a content plan with unique videos appealing to several brand target audience segments.
• Increase the number of subscribers and views.

Previously, Lukas' page featured promotional videos unsuitable for TikTok, resulting in views not exceeding 400. Additionally, the brand's activity was low, with only up to 10 monthly posts.

Given TikTok's focus on fleeting trends and positive content, we introduced new categories for Lukas' page and abandoned direct advertising videos. Instead, we focused on native and light content.

After publishing the first three videos – two lifestyles and one ASMR format perfectly suited for confectionery – we saw initial results. Instead of 300-400 views, all three test videos garnered 2,700-8,700 views.

However, advancing Lukas on TikTok became increasingly challenging. Views plateaued at around 1,000 for almost a month, prompting us to explore a different approach.

The solution was apparent: we relied on our subscribers. Analyzing comments and popular questions on the page, we noticed consumers had personal favorites among Lukas products. Consequently, we started highlighting these favorites, creating content around them.

The combination of lifestyle and fan content with situational videos featuring beloved products yielded the first results: +2,000 subscribers in three months of active work.

Striving for more, we sent our content creators to Lukas' production facilities. The resulting videos, garnering 30-40 thousand views compared to the typical 4 thousand, became the top content on Lukas' account.

Currently, production content tops Lukas' account, consistently gathering more views and audience comments. Videos showcasing the making of childhood favorites like "Ptichye Moloko" candies and "Ushki" cookies steadily reach 100-400 thousand views. Just one such video attracts around 1,500 new followers, contrasting with the general Lukas audience accumulated from June 2020 to September 2023!

Contests played a crucial role in page development. With a unique template and enticing participation conditions, coupled with delicious prizes, Lukas gained popularity and subscribers. Following the last contest, 10,000 active users subscribed!

The issue of audience inactivity is now completely resolved. We receive numerous comments daily, interact with subscribers, and create videos based on their requests.

Results:

• +30,000 subscribers in 5 months.
• Increased audience engagement.
• Established a recognizable brand style on TikTok.
• Enhanced consumer loyalty through active interaction on TikTok.

We continue to test new formats, actively respond to audience trends, and showcase the production of the most delicious sweets!