Fisherman’s Friend

This case:
By cancelling TV commercials and with less budget, we realized a 5.74% uplift in brand consideration and reaching 99% of the target group
Through a renewed logo, new “brand lift” measuring techniques and TikTok advertising.
with the 1st Dutch TikTok campaign
of target group reached
Significant brand consideration uplift


  • Fisherman’s Friend is a traditional brand with a relatively older target audience. A pilot campaign was developed (creatives by Animate The World) to make the brand more relevant for a younger audience.
  • The aim of the campaign was to maximize the unique reach among 16 – 34 year olds and thus generate more awareness and also realize an uplift in brand consideration;
  • A large part of this audience can be reached on YouTube, Facebook / Instagram and TikTok. Using reach planning tools in Google and Facebook and testing multiple channels, we can find out which platforms deliver the most reach and which platforms have the most impact on branding KPIs;
  • The impact on the brand has been measured by brand lift studies in Facebook & Instagram. In addition, the brand lift 2.0 beta from Google was used. This allows a lot more data to be analyzed with regard to how much impact a campaign has on (previously abstract) metrics such as brand consideration;
  • By adding TikTok to the channel mix, Fisherman’s Friend is the first brand in the Dutch market to advertise on TikTok. This was a leap of faith, given all the obstacles (including changing reports about TikTok, laws and regulations, manual ad testing in Hong Kong). In the end, we achieved a great first movers advantage here;
  • The final result is a digital reach of 99% of the target group and a very significant positive impact on ad recall, brand awareness and brand consideration. And the results from the brand lift studies from Google & Facebook were validated by the continuous Fisherman’s Friend brand tracker.


  • 39 million impressions, 13 million unique users;
  • 99% of the target group reached;
  • View rate of  41%;
  • Significant Brand Uplift of  + 5.74%;
  • Viral campagin on TikTok with 73,000 likes (compared to 5,500 on Facebook & Instagram with a budget that was 3.5x as high there).