Nestlé NestTok
Social media case study: The NestTok campaign for Nestlé Ecuador reached 2.4M TikTok views, an 8.7% engagement rate, and over 340 UGC videos in just 3 months.
The challenge
Nestlé needed to connect with a young audience on TikTok for its products in Ecuador. Traditional social media campaigns weren't generating the expected engagement with Gen Z, and the brand had limited presence on TikTok — a key platform for this demographic.
Previous attempts at corporate content on the platform failed to achieve the authenticity needed to resonate with the audience.
Goal
- Generate massive awareness on TikTok
- Achieve an engagement rate above 5% (FMCG sector average: 2.3%)
- Build an active brand community through user-generated content
The strategy
We designed the NestTok campaign, creating native TikTok content that felt organic and authentic. We identified and activated a network of Ecuadorian micro-influencers (10K–100K followers) who produced real content featuring the brand's products in everyday situations.
We created themed challenges that encouraged participation from everyday users, generating an organic viral effect. The strategy was complemented with native TikTok Ads to amplify the reach of the best-performing videos.
Key changes
- Native TikTok content with organic, authentic aesthetics
- Network of Ecuadorian micro-influencers (10K–100K followers)
- Themed challenges to drive user participation
- TikTok Ads amplification for top-performing videos
Results
In 3 months, the NestTok campaign reached over 2.4 million views. The engagement rate was 8.7% — nearly 4x the FMCG sector average.
Nestlé Ecuador gained over 14,800 new followers. More than 340 user-generated content (UGC) videos were created, building a library of authentic, reusable content.
The campaign was recognized as a regional success case by Meta.
Conclusion
An authentic content strategy through micro-influencers and viral challenges proved that brands can connect with young TikTok audiences without sacrificing authenticity. The NestTok campaign not only exceeded engagement objectives — it created a user-generated content ecosystem that continues to deliver value for the brand.
Want similar results?
Contact us and we'll design a custom strategy for your business.