Portillos

The objective

Increase visibility and streamline the creative process

In the rapidly shifting 2024 advertising landscape, brands face mounting pressure to adapt to evolving consumer expectations, the rise of AI, and changing media consumption habits. Social media, now a critical part of the customer journey, has become the go-to channel for 25% of 18 to 54-year-olds searching for local businesses and product recommendations. But with this increased reliance on digital platforms comes the challenge of creative fatigue, requiring advertisers to continually deliver fresh, personalized content at scale.

When Portillo's, an iconic Chicago-based restaurant chain, set out to capture the attention of a social-savvy audience, they knew they needed a fresh, innovative approach. Partnering with Net Conversion, they harnessed the power of the TikTok Creative Challenge to not only boost brand visibility but redefine their digital strategy in an evolving advertising landscape. The goal was clear: streamline the creative process, drive traffic to their Chicago-area locations, and connect with their audience in more authentic and engaging ways

The Solution

Maximizing impact with creator-driven content

To tap into TikTok’s explosive growth and wide-ranging creative possibilities, Net Conversion and Portillo’s crafted a campaign that put creators at the forefront. By leveraging TikTok's unique ability to merge entertainment with authentic storytelling, Portillo's embraced authentic and engaging formats that resonated with their target audience.

By focusing on creator-driven content, Portillo's was able to reduce the creative load on their internal team while keeping the content fresh and relevant. The strategy spotlighted a variety of menu items, with creators enticing local Chicago audiences to visit their nearest Portillo’s or place online orders. The result? A campaign that minimized ad fatigue while creating excitement for the brand.

The Results

A record-breaking performance beyond benchmarks

Portillo's TikTok Creative Challenge campaign not only met expectations but exceeded them with remarkable efficiency and engagement. By empowering creators to take the lead, the campaign delivered highly personalized content that resonated with local audiences. Compared to industry benchmarks, Portillo's saw a 95% more efficient Cost Per Acquisition (CPA), a 62% improvement in Cost Per Click (CPC), and an impressive 97% higher engagement rate. This creator-first approach energized both local traffic and online orders, proving the power of authentic, creator-led content in capturing attention and driving action in today’s dynamic digital landscape

Tips & Takeaways

• Provide clear guidelines on brand tone and messaging, but give creators the flexibility to interpret them in ways that resonate with their audience.

• Empower creators to showcase your products in their unique style, driving authenticity and boosting engagement with their audience.