THINKHOUSE is famous for our fun social innovations. Our work with Ireland’s best-known frozen pizza brand, Goodfella’s Pizza has always stretched social through experimentation and creative-hacking ideas. From the first ever Pizza Delivery Service on Twitter, ‘The Goodfella’s Tweetzeria’, way back in 2014 to our most recent TikTok-led campaign for the launch of the brand’s “2 Minute Pizza Pockets”, we’ve pushed the boundaries of how FMCGs can have real impact, and drive awareness, in the digital space.
We know brands want to show up on TikTok but it is crucial they do so in a way that is authentic, real and fits with the platform. To launch Goodfella’s Pizza Pockets, we gave a tight brief, but with full creative control, to 6 of Ireland’s up-and-coming TikTok influencers including Shauna Davitt, The Gardiner Brothers, Molly Roberts and Miriam Mullins. From grabbing the two minutes at the break in Love Island to a 2-minute Irish dancing routine, each influencer demonstrated the ease of a 2 minute cook time in a truly authentic way.
With close to 800K TikTok views (a 112% increase on campaign KPIS) this TikTok campaign was a roaring success. And TikTok itself agreed - the content was called out by Tik Tok as part of its “best-in-class” category on TikTok adverts. (Goodfella’s was the only Irish campaign to feature amongst 11 brands highlighted) Out of the 11 branded content pieces ranked (in accordance of 6-second video view rate over 30 days) creatively, the Goodfella’s Pizza Pockets was ranked No.1 by TikTok.