Noodles Worth Loving

The Challenge

Convert organic TikTok interest into a structured, commercially measurable paid strategy driving retail and product demand for itsu's noodle & broth range.

The Strategy

Tier creator partnerships to fulfill specific campaign roles across credibility, cultural relevance, and social proof.

Execution and Innovation

Combined celebrity chefs and hero influencers with community creators across In-Feed, Spark, and Search Ads alongside high-production and user-generated content.

Results

Exceeded primary engagement targets by beating the food & beverage VTR benchmark by 88%, lifting all brand metrics, and increasing Google Search demand by +40%.

Judges' Verdict

"Well-structured campaign with a clear creator role framework and standout evidence of real-time, data-led optimization, the mid-campaign shift toward UGC based on VTR performance is exactly the kind of proof point judges want to see."