Costa Coffee has launched its first TikTok campaign ‘The Costa For You’. The campaign makes Costa Coffee the first brand to ‘hack’ TikTok’s algorithm and innovate on the platform by using the For You Page to target its audience.
Created by independent global creative digital agency AnalogFolk, the campaign serves up the individual’s perfect Costa experience based on their TikTok browsing history via in-feed ads on their For You Page (FYP).
The campaign is brought to life via a collection of ‘FYP Decides’-style videos – a popular TikTok format where a person’s algorithm makes a choice for them through the content it serves them.
Simon Richings, executive creative director, AnalogFolk London, said: “The For You Page is what makes TikTok tick. This work is a first in that it knowingly plays with the endless, curated fun people find on their FYP. We’re able to get across Costa Coffee’s message of versatility in a way that doesn’t feel like an interruptive ad break – it feels native to the platform and connects better with the audience.”
Each of the 14 videos feature the TikTok user’s algorithm, personified using the eyes and mouth filter (another popular TikTok trend). This knowing and entertaining character tells the viewer all about a unique way for them to enjoy Costa Coffee.
Each taps into a different TikTok subculture, with the algorithm’s personality shifting and changing to match the various tropes, trends and in-jokes of that interest…