Case Study: Tawan Re-engages Rural Customers with TikTok for Business

Re-engaging rural customers to drive relevancy for a brand of savory snacks in Thailand

Tawan, a Thai brand of savory snacks, wanted to reconnect with its traditional rural customers and boost relevance after seeing them drift away. To rebuild emotional connection and increase share of voice, Tawan turned to TikTok for Business and used TikTok advertising, including a Branded Hashtag Challenge, to reach mass audiences quickly.

TikTok for Business launched the #ตะวันเต้นแซ่บ (#TawanDances) challenge alongside TopView and One Day Max In-Feed Ads, plus creator collaborations and retargeting. The campaign reached more than 21.7 million users in Thailand, generated 135,700+ videos and 17.7 million hashtag challenge engagements, and drove 174.4 million video views; retargeting users exposed to the challenge improved view-through rate by 10.6% and cut cost per view by 20% versus broader audiences.

Tawan