Using the TikTok algorithm to serve Gen Z their perfect Costa

The challenge

To help Costa show off their versatility to the adaptable, identity-led Gen Z.

The insight

Whatever your tastes, wherever you like to enjoy them, there’s a Costa for you.

The solution

We used the TikTok For You Page, with its uber-personalised feed of content carefully curated by your algorithm, to serve up the perfect Costa for you.

We created 21 different TikToks, each tapping into a current trend and suggesting a related Costa product or service. Through careful hashtagging, we used the algorithm to land them organically on the For You Pages of our audience members who would most relate to them. We also ran each of them as uniquely targeted In-Feed ads.

Delivering the content was the character of the FYP. We personified the algorithm as a cheeky, ever-changing character who knows you better than anyone