Campaign Objectives
For this campaign developed for Nestlé, Altitude Digital Marketing aimed to increase traffic to the main Nestlé Recipes website through an action that would boost both the number of visits and registrations to the site.
How It Was Developed / What Was Created
The core concept behind this campaign was “You don’t need to be a professional to create great recipes.” Through bibliographic research, it was discovered that many people felt limited in their cooking abilities due to not having a considerable “background” in the culinary world.
This concept was tied to the idea that one shouldn’t feel the need to pretend to be someone else to do what they love, as there are many examples of people who have succeeded in activities that started as hobbies or pastimes, but their passion and creativity helped them gain the momentum needed to stand out on social media.
The next step, using these insights, was to find a connection that could answer the initial objective. This led to the choice of TikTok as the platform, where users often start as amateurs and grow into a field they can specialize in and gain followers on the platform.
A key factor in structuring the campaign was considering that TikTok’s typical content length is between 30 seconds to 1 minute, which makes developing material for the platform a real challenge.
Thus, the campaign titled “Reto Nest – Tok: El Tiempo Corre” was born, with the goal of conveying the message that you don’t need to be a “pro” in the kitchen to create great recipes, using ingredients readily available at home, and connecting it with the recipes posted on the main Nestlé Recipes website.
The campaign aimed to encourage creativity and the ability of TikTok users to create their own recipes, incorporating Nestlé products while using their personal style and being themselves to share their creations with the public. Alongside participation from “Foodie” influencers on the platform, the campaign successfully shared this message and drove participation among TikTok users, who followed the mechanics structured by the agency for the campaign.
Tools Used
The TikTok campaign included specific steps that users needed to follow to validate their participation. First, users had to create videos with their preferred recipes from La Lechera and Nestlé. To announce the campaign, pieces were created for Instagram to present the campaign to the public.
A landing page was developed where participants had to register their personal details to confirm their participation and upload photos of the final results of their recipes. The page also featured some of the Nestlé Recipes as a means of promotion and inspiration for users participating in the challenge.
Additionally, a gift box containing La Lechera products was designed as an incentive for user participation and as a content creation tool for micro-influencers involved in the campaign.
Success of Organic Content
The Nest-Tok challenge saw the participation of an estimated 30 “Foodie” micro-influencers. The campaign was promoted organically with the help of these influencers, allowing us to achieve better reach and increase the visibility of the strategy on TikTok.
To identify these content creators, a specialized social listening tool was used to find influencers.
Results
The campaign involved more than 50 users, who demonstrated that you don’t need to be an expert in the kitchen to create great recipes in such a short time, with the main ingredient being: “just be yourself,” sharing their videos with the hashtag #RetoNestTok.
Altitude Digital Marketing successfully met the objectives set at the beginning of the campaign requested by Nestlé and La Lechera, delivering a strategic and creative solution that significantly increased the brand’s digital visibility and performance.
Some Posts for the Campaign
Tiktok
@kami.freund Arroz con leche🍚 #NestTok#LaLechera#receta#balance#postre#dessert#fearfood#comida#cocina#cocinemosjuntos#parati#foryou#fyp
♬ original sound – Kamila Freund
Mensajes de la campaña
