Case Study: Goldfish drives massive awareness and engagement with TikTok for Business

Driving awareness and engagement by the handful

Goldfish, the beloved snack brand from Campbell Snacks, wanted to re-engage adult snackers who had grown up with Goldfish crackers and build mass awareness in a more engaging way. TikTok for Business helped Goldfish reach this audience on TikTok using a Hashtag Challenge and supporting ad products to make the brand feel fun, relevant, and participatory.

TikTok for Business launched the #GoForTheHandful campaign, featuring NBA player Boban Marjanović, creator partnerships, Duet participation, In-Feed Ads, and One Day Max In-Feed Ads to drive excitement and user-generated content. The campaign generated 2.9 billion video views, more than 1.8 million creations from 923,000 creators, over 548 million engagements, a 19% engagement rate, and a 19.2% lift in ad recall, showing strong cultural impact and measurable brand awareness gains.

Goldfish