Background
The Pizza Company aimed to increase brand engagement among younger audiences through Facebook and TikTok Live. However, pizza is not a naturally strong category for live commerce, making direct online sales challenging. The brand needed a creative way to generate engagement while still supporting in-store traffic and promotional sales.
Key strategy
We leveraged a popular Boylove celebrity couple to drive engagement through interactive Facebook and TikTok Lives. Instead of focusing on pizza sales alone, the campaign introduced exclusive merchandise sold during the live sessions to stimulate purchase behavior. The campaign mechanics combined online and offline experiences. Fans joined live activities for a chance to win access to an exclusive fan meeting. Live sessions promoted limited-time store promotions and merchandise, while the private fan meeting was hosted at The Pizza Company restaurants to encourage store visits.
Content, affiliates & media
The campaign achieved a 12% engagement rate (vs. 2-3% industry average) and the branded hashtag reached #1 trending. The success established a new playbook for brands in TikTok live commerce. This approach successfully built strong engagement through fandom-driven content, generated merchandise sales via live commerce, and created sales spillover through promotional PR and increased dine-in traffic.
