Case Study: Lion achieves 40M video views and 6% brand awareness lift with TikTok for Business

Boosting brand awareness and increasing desirability among its core Gen Z audience

Lion, a relatively new cereal brand in Israel, faced a crowded category and needed to raise brand awareness and desirability with Gen Z. They partnered with TikTok for Business to reach younger audiences using TikTok’s creative and ad products, aiming to build an emotional connection through a social-first campaign.

TikTok for Business helped Lion launch Israel’s first Branded Hashtag Challenge “Get your lion out,” supported by 10 creators, an original music track, daily prizes, TopView and One Day Max In-Feed Ads, and product placements. The six-day campaign drove 40 million video views, 22,000+ user videos, a 5% engagement rate, 25,000 new followers, 22 million ad impressions with 23% engagement, a 6% lift in brand awareness among the target, and a 40 basis-point (about 30% relative) increase in market share.

Lion