We launched Pizza Hut NZ on TikTok with a bang via a viral recruitment campaign tapping into social trends.
THE CHALLENGE
Compared to most Quick Service Restaurants (QSRs), Pizza Hut struggled to connect with its younger audience. Having been traditionally positioned as a “family” brand meant that 18-34 year old’s weren’t interested. Pizza Hut was barely talked about and losing relevance. We needed to address the lack of connection Pizza Hut had with the Gen Z market in particular.
THE SOLUTION
Eat pizza like it’s your job? It can be! We established that Pizza Hut would launch on TikTok by recruiting a pizza lover as the brands’ official ‘TikTok Content Creator’ – eating delicious pizza and creating content at the same time!
We created a real role, paying $60K a year (pro rata) with flexible working – and asked TikTokers around New Zealand to apply. We designed a launch campaign to drive mass engagement through UGC from content creators across the country who were hungry for the job. It then turned into an ongoing content channel that enabled Pizza Hut’s Content Creator to lean into TikTok trends and authentically engage with the Pizza Hut audience in the way they wanted.
OUTCOME
- 1,600 job applications.
- 1,822,989 million users reached.
- 1.6 million engagements, and a 92% average engagement rate across the campaign.
- 7 pieces of earned media coverage, generating an additional $28,950 in media value for Pizza Hut New Zealand.
AWARDS
- 1x Silver – Pressie Awards
