Situation: In an increasingly anthropomorphic social media environment, the Burger King Brazil and Netflix Brazil profiles initiated a playful interaction.

Brief: Capitalize on this interaction to create a sustained, engaging narrative on TikTok.

Objectives: Drive engagement, increase follower count across platforms, and establish a viral brand narrative without additional advertising costs.

Turning an innocuous online flirtation into a full-blown romantic saga, the campaign anthropomorphized Burger King and Netflix into a couple experiencing a relationship lifecycle on TikTok—from dating to cohabiting to having a 'child.' This narrative not only entertained but also engaged users by blurring the lines between reality and digital storytelling, offering a fresh take on brand interactions.

Data gathering: Monitored real-time interactions and engagement metrics.

Target audience: Young, socially-active TikTok users in Brazil.

Relevance to social platform: TikTok's format and culture of surreal, humorous content made it the perfect venue.

Approach: Utilize TikTok's narrative style to develop a series of engaging posts and interactions, maintaining momentum with timely, resonant content.

Implementation: Strategically timed posts and interactive content on TikTok.

Timeline: Executed over several weeks to maintain user interest and engagement.

Placement: Content was exclusively placed on TikTok to leverage platform-specific features.

Scale: Aimed to reach national audiences, capitalizing on TikTok’s widespread use among the demographic.

Reach: Over 100 million free impressions.

Engagement: 123.7 million profile interactions and 26.9 million likes.

Sales: N/A, as the campaign aimed at awareness and engagement, not direct sales.

Brand perception: Strengthened as innovative and engaging.

Achievement against business targets: Gained over 600K new followers, vastly exceeding initial targets with $0 spent on advertising and post boosting. All 100% organic.