A PACE-fueled Victory:
Nestlé Philippines Dominates the 4.4
Summer Saya Campaign on TikTok

Leveraging strategic PACE tactics, Nestlé Philippines secured the top spot in the F&B category on TikTok

1.9x
GMV Uplift vs 1.3x Category Uplift
2.1x
Order Uplift vs 1.2x Category Uplift

How Nestlé reigned on top of their category in the 4.4 Summer Saya campaign

During TikTok Shop’s 4.4 Summer Saya campaign, Nestlé, one of the world’s leading multinational Food and Beverage (F&B) corporations, further solidified its market dominance in the industry by securing the top spot in the F&B category.

As TikTok leads the wave of “Shoppertainment” – where content meets commerce, this provided Nestlé the perfect platform to captivate their audiences and effectively take them from discovery to purchase. This strategic approach not only cemented Nestlé’s position as a category leader but also enhanced its ability to connect with a vast audience, driving significant growth and engagement for the campaign. This success was achieved by strategically leveraging the PACE framework – Persona, Assortment, Content and Empowerment – integrating exclusive product listings, dynamic livestreams and targeted Shop Ads.

Win with PACE: Nestle’s formula to success on TikTok

About PACE: PACE is a step-by-step framework built on four pillars: Persona, Assortment, Content, and Empowerment which offers brands a way to craft a distinctive Shoppertainment experience to drive revenue growth through a seamless integration of media, content, and commerce on TikTok. Deep dive into PACE here.

Understanding the Audience
Identifying Target Audience:
  • The core of Nestlé’s strategy began with identifying the demographics and psychographics of its target audience – crucial for aligning the brand’s offerings with consumer needs.
Nestea Cleanse Product Range Targeting:
  • Targeted Generation MZ’s who are struggling to achieve a balanced lifestyle for the Nestea Cleanse range.
  • Collaborated with creators who reflect this lifestyle.
Boosting Product Awareness and Sales:
  • Precise targeting significantly boosted product awareness which resulted in a 2.2x increase in Gross Merchandise Value (GMV) for Nestea Cleanse products.
Curating the Optimal Product Mix on TikTok Shop
Strategic Product Curation:
  • Drives traffic and boosts sales – fostering deeper connections with audiences to cultivate brand loyalty on TikTok Shop.
Optimized Listings and Store Design:
  • Nestlé optimized its TikTok Shop listings and store design by highlighting key promotions and exclusive 4.4 products.
Enticing Incentives:
  • Offered free gifts to entice consumers.
  • Led to a 1.5x growth in Nestlé’s Shop Tab GMV compared to Business as Usual (BAU).
Engaging Consumers from Discovery to Purchase
Extended Livestream Duration:
  • Nestlé increased its livestreams from 16 hours to 24 hours on peak campaign days, ensuring continuous consumer engagement.
Partnership with Creators:
  • Collaborated with creators to enhance live sessions and content delivery, making interactions more dynamic and engaging.
Creator Ranking Competition:
  • Incentivized creators through an ongoing competition, offering rewards for top performers, which encouraged high-quality content and participation.
Customized Live Room Design:
  • Curated live rooms with custom set designs that aligned with the campaign’s branding, improving Enter Room Rates (ERR).

These strategies resulted in a 2.4x growth increase in Self-Live GMV, highlighting the power of content-driven engagement.

Leveraging TikTok's Full-Funnel Ad Solutions
Maximizing Ad Formats:
  • Nestlé utilized TikTok's diverse ad formats, including Live Shopping Ads (LSA), Video Shopping Ads (VSA), and Product Shopping Ads (PSA).
  • Focused heavily on LSA to drive high traffic during live sessions.
Participating in Thematic Campaigns:
  • Engaged in thematic campaigns and exclusive promotions such as the March Mega Sale leading up to the 4.4 event.
  • These efforts significantly boosted brand visibility and community engagement.

TikTok’s ad solutions drove a 1.3x increase in Ads GMV for the campaign, demonstrating the effectiveness of their full-funnel approach.

nestle
Nestea Cleanse Affiliate Competition Banner
nestle
Product Detail Page
Store Homepage
Thematic Livestream

TikTok Solutions Toolkit

Video Shopping Ads

Displays shoppable videos on users’ For You Page, offering a seamless in-app payment experience.

LIVE Shopping Ads

Directs users to your brand's livestream for an engaging and interactive real-time shopping experience.

Product Shopping Ads

Lets users discover your products in the Shopping Center via product listings.

Fast-track your growth PACE on TikTok Shop

By harnessing insights from each PACE pillar, Nestlé not only solidified its market position but also created a compelling Shoppertainment experience that boosted engagement and sales. This demonstrates how PACE can revolutionize marketing strategies and drive outstanding outcomes on platforms like TikTok, ultimately elevating your brand’s advertising strategy and securing Shoppertainment success.

Ready to set the PACE and win the shopping race?

Contact TikTok Partnership Manager through the Mega Sales Contact Form today and set the stage for your Shoppertainment success!

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