QSR Brand Beats Benchmarks With TikTok Alpha

Goodway works with the national fast-food restaurant chain Einstein Bros. Bagels. This brand wished to amplify its TikTok campaigns to further reach new customers. Einstein Bros. Bagels was hoping to use creative assets native to this platform and wanted to leverage influencer marketing to appeal to its target audiences. The QSR company also aimed to develop a variety of compelling ads so it could refresh its content every few weeks during their marketing campaigns — a necessity since success on this platform requires not only native content, but more content, more often because creative fatigues faster on TikTok.

With Goodway being a TikTok agency partner, Einstein Bros. Bagels received an exclusive invitation to join the groundbreaking TikTok Creative Challenge alpha program. This unique opportunity was initially limited to a set number of companies within Einstein Bros. Bagels’ brand category. The Creative Challenge is an open-call platform for brands to submit a creative brief and for creators to then shoot content for submission and approval. Moreover, TikTok helps with brief review, creator selection and content review. This alpha program provides brands with authentic, high-performance video ads at scale with TikTok creator-generated content.

Einstein Bros. Bagels jumped at the chance to participate in this alpha program for its specific campaigns. Then, Goodway launched a lower-funnel conversion campaign for Einstein Bros. Bagels focused on completed registrations. The flight ran from September through November. Through the alpha program, TikTok created 10 – 30 unique assets each week for Einstein Bros. Bagels and paid the creators. Goodway tested the program for this brand and facilitated feedback and edits, working collaboratively with all parties involved.