Case Study: Pocky increases brand awareness (+6.9%) and favorability (+3.9%) with TikTok for Business

Increasing awareness and favorability of Pocky stick biscuits in Indonesia

Pocky worked with TikTok for Business to boost awareness and favorability of its biscuit sticks in Indonesia, aiming to position Pocky as a snacking and recipe ingredient rather than just an impulse buy. The brand launched a TikTok Hashtag Challenge to reach Indonesian snackers through creative user-generated content and paid TikTok placements.

TikTok for Business helped seed the #JodohnyaPocky challenge with creator-led recipe videos set to branded music, supported by In-feed CPD and Brand Takeover ads and a Discovery page feature. The campaign drove 812,000 videos, 1.01 billion video views, 115 million engagements, and measurable lifts of +6.10% Ad Recall, +6.9% Awareness and +3.9% Favorability.

Pocky

Kartika T. Putri

Senior Marketing Manager