Case Study: REESE'S boosts ad recall and engagement with TikTok for Business

Team Sticky Cup or Team Clean Cup? Bringing the internet debate on REESE'S to TikTok with a first-tomarket Innovation

Reese partnered with TikTok for Business to help promote REESE'S Peanut Butter Cups on TikTok and spark a larger conversation around one of the brand’s most iconic rituals: “uncupping” the candy. The challenge was to turn a social insight into an engaging campaign that would resonate with a hyper-engaged audience and improve ad performance, engagement, and brand memorability.

TikTok for Business delivered a creator-led campaign using Spark Ads, Auction In-Feed Video, and first-to-market Voting Stickers to encourage users to choose #TeamCleanCup or #TeamStickyCup. By working with creators like @kallmekris and @yoleendadong, Reese reached 2.8M people, generated 370K+ engagements, served 24M impressions, and drove a 31.5% lift in ad recall, showing the power of native, interactive TikTok advertising.

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