Corniche Marshmallow

A beloved marshmallow brand known for its fun, versatile, and high quality
confectionery products.

About Corniche Marshmallow

Corniche is a premier provider of high quality marshmallow in Thailand, renowned for
its diverse product range from classic roasting marshmallow to colorful, fun sized
treats perfect for recipes and snacking.

Their target market includes families with children, home bakers, cafe
owners, and young adults, requiring a fun, vibrant, and highly visual digital
experience that showcases the endless creative possibilities of their
products.

Digital Marketing

About Corniche Marshmallow

"Adding a little sweetness to life's everyday moments." — "Adding a little sweetness to life's everyday moments."

Our Approach

Our approach was to implement a TikTok first strategy designed to dominate the
conversation within the platform’s foodie and lifestyle communities. We focused on two
core objectives: creating highly shareable, trend driven video content, and launching a
community based hashtag challenge to generate massive user generated content and
brand loyalty.

Solution

TikTok Content Creation

We developed a content strategy focused on producing short form,
trending videos. This included quick cut recipe tutorials using popular sounds
that was perfectly aligned with TikTok’s fast paced, entertaining format.

TikTok Ads Campaigns

We ran highly targeted TikTok ad campaigns to accelerate our reach and drive follower growth.
We utilized various formats, including In Feed Ads to promote our best
performing organic videos and Spark Ads to leverage the authenticity of creator content.

TikTok Community Hashtag

We launched the #MashMallowChallenge, a User Generated Content (UGC) campaign
that encouraged followers to create and share their own unique marshmallow recipe videos.
This not only flooded the platform with positive brand content
but also turned passive viewers into active participants and brand advocates.

Ads Management

Our ad strategy was designed to master the TikTok algorithm,
delivering exceptional results by amplifying native content and
engaging a massive audience with fun, interactive messages.

Key Campaign Results
(First 90 Days)

Achieved

5:1

Return on Ad Spend (ROAS)

Compared to previous

-42%

Cost Per View (CPV)

Ad Conversion Rate

18%

Follows

Engagement Rate

15%

Spark Ad

Channels Used

TikTok Ads : This was the exclusive channel, utilizing a mix of In
Feed Ads for brand produced content, and Spark Ads to boost
high performing organic videos and creator collaborations.

Execution Focus

Native, sound on video creative that felt like organic TikToks,
not traditional ads.
Leveraging trending sounds, effects, and challenges to
maximize relevance and virality.
A/B testing different video hooks and call to action to identify
the highest-performing creative.

Performance

(The First 90 Days)

The integrated TikTok campaign created a massive viral wave, re establishing Corniche as a fun, relevant, and top of
mind brand for a new generation of consumers.