Case Study: Bayer boosts TikTok brand awareness with Linqia

Bayer boosts TikTok ad recall by 5.2% with Linqia

Bayer, a trusted pharmaceutical brand, sought to increase awareness for its One A Day Multivitamin 50+ line in a novel way by reaching the 50+ demographic on TikTok, a platform typically associated with younger users. The challenge was creating high-performing content that felt native to TikTok while resonating naturally with an older target audience. Bayer partnered with the influencer marketing company Linqia to tackle this objective.

Linqia designed and executed a TikTok campaign called "Teach Me How to Gummy," a dance challenge featuring creators like Alfonso Ribeiro and set to a nostalgic remix of a 90s song. The solution leveraged Linqia's blend of strategy, technology, and creative measurement. The campaign drove significant results, including a 41.5% view-through rate, a 102% increase in mentions, and $2.8 million in carted value. Linqia's campaign also lifted ad recall by 5.2%, proving effective engagement with the 50+ audience on TikTok.

Bayer