Our pizza secrets on TikTok

The dynamics of life often lead us to choose quick eating solutions without compromising on quality. This is especially true for young people. There is also dynamics in the channels they use in free time. The newest of them back in 2021 was TikTok.

In such an environment, one of the most established retail chains in the country launched its own pizza stand for freshly baked pizza on site at its key store in Sofia. In order to reach the young pizza lovers, we in Paragraph 42, a preferred partner of Ketchum in Bulgaria, joined forces with BILLA Bulgaria to create an attractive awareness campaign using the advantages of the TikTok platform.

That is why we decided to partner with well-known TikTok leaders of opinion –Suzie&Reni, Kaloyan Dimitrov, Nadezhda Rosenova and Petkanovi. We developed 3 types of content based on the current trends within the platform – short videos on the topics “Cooking hacks” and “The Pizza face challenge”, and a surprising live video, as a way to interact with the audience.

The main campaign goals were to inform consumers about the new pizza stand, motivate them to try it and conquer new communication territories. Also, the proper positioning of BILLA on TikTok would be a key advantage over direct competitors.

As a result, we successfully reached over 4 mln. people and acquired an actual watch time of the videos over 13 000 h. On the day after the campaign start we brought over 200 new visitors to the pizza stand in the BILLA store on Bulgaria Blvd.