Client name withheld under NDA.
Bubble tea is one of the most crowded food and drink categories in Singapore. Bubble tea singapore is searched around 1,900 times a month, new brands open every season, and younger customers decide where to queue based on what they saw on TikTok that week. A brand that is not showing up in their feed is easy to forget, however good the drinks are.
This brand had six outlets, a loyal following among students and office workers, and a TikTok account with 4,800 followers. It posted about four times a month, mostly polished product shots reused from Instagram, and engagement sat at 1.6%. There was no way to tell whether TikTok brought anyone into an outlet, so the owners saw it as a nice-to-have rather than a sales channel.
We set three content pillars (new flavours, behind the counter and customer reactions), planned a weekly shoot at the busiest outlet and created a TikTok-only discount code redeemable at every outlet.
The code turned TikTok from a brand channel into a measurable one. For the first time, the owners could count orders that started on TikTok. It also gave the outlet teams a reason to mention TikTok at the counter. Staff could also mention the code to customers waiting in line, which brought in followers the account would never have reached otherwise.
We replaced reused Instagram shots with vertical videos filmed on a phone: staff shaking drinks, honest taste tests and the first sip of each new flavour, posted four times a week.
TikTok rewards content that looks like it belongs on TikTok. Quick, real videos of the drinks being made outperformed polished product shots from the first week. Staff who enjoyed being on camera became regular faces, and followers started asking for them by name in the comments.
We worked with eight local food creators who visited outlets, filmed their own reviews and shared the code with their followers.
Creators bring an audience that already trusts their taste. Each collaboration also gave the brand content it could reuse in its own ads. Creators were briefed on the new flavours but chose their own angle, so the videos sounded like real recommendations rather than scripts.
We boosted the best-performing organic and creator videos as Spark Ads on a budget of S$2,500 a month, targeted within a short distance of each outlet.
Spark Ads keep the likes and comments of the original post, so they look like content, not ads. Local targeting meant the people who saw them could walk to an outlet the same day. Comments on boosted videos also gave the team quick feedback on which flavours to bring back.
Each new flavour got a planned TikTok launch with a teaser, a creator video and a limited-time code. We reviewed results monthly by outlet and by video type.
Launches gave followers a reason to visit within days. Reviewing by outlet showed which locations needed more local content. The monthly review also showed which video formats worked best for each outlet's crowd, from students near campuses to office workers in the CBD.
Six months in, the TikTok code was used on 1,180 orders a month across the six outlets. Followers grew from 4,800 to 10,900, average views per video rose from 1,900 to 14,200 and engagement reached 4.2%. TikTok went from a side project to a channel the owners could plan launches around and measure in orders, not just likes. The outlet teams also got used to filming, so content kept flowing without a production crew.
Weekly filming, four videos a week and the TikTok code live at every outlet.
Creator videos and Spark Ads pushed code orders past 600 a month.
Planned flavour launches took code orders to 1,180 a month.
Without a way to track it, TikTok stays a nice-to-have. A TikTok-only code turned views into orders the owners could count, outlet by outlet.
Fast, honest videos of drinks being made beat polished product shots. They were also cheap enough to post four times a week.
Spark Ads on videos that had already performed well organically got better results than ads made from scratch, and kept the social proof of real comments.
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