Case Study: How BAWDAR Beer Became #1 on TikTok in Under 3 Months

The Challenge: Reaching a New Generation on a New Platform

Towards the end of 2024, BAWDAR Beer set an ambitious target for 2025: to become the #1 beer brand on TikTok in Myanmar. This challenge arose from a significant shift in the social media landscape, where consumers and brands were increasingly moving from Facebook to TikTok, a trend accelerated by VPN challenges. To succeed, BAWDAR needed to not just win over new fans, but create content native to TikTok and sidestep the cross-posting pitfall that many brands fall into.

The goal was to establish a strong, consistent presence on the platform through content that was:

• Video-based and bite-sized.
• Authentic and resonated with Gen Z.
• Low on direct branding but high on brand essence.

BAWDAR, meaning "friends" in Burmese, is a Heineken Group beer specifically targeted at Gen Z. This core brand identity was leveraged as the campaign's central thesis.

The Approach: Building a Narrative Around "Friends"

To reach its bold target, the team proposed a major content initiative: the BAWDAR Code Mini Series. The concept was a heartwarming mini-series about four friends navigating life's highs and lows, set in common hangouts like a cozy pub, a lounge, and a park to showcase real-life scenarios. The primary message was that life is easier and better with the right people by your side, all culminating in the popular slogan, "Relax, We're BAWDARS."

To bring the series to life and make it compelling, the team took extra care to develop four unique characters:

• Kyaw: The dramatic dreamer pursuing an acting career.
• Lin: The caring big brother who keeps the group together.
• Soe: The free-spirited joker who provides comic relief.
• Phoo: The quiet but wise problem-solver.

Detailed profiles were created for each character, including their age, profession, and personal struggles, making them both memorable and relatable. The team also strategically planned each character's "road to the group" to create a consistent narrative and ensure its shelf life.

The Execution: Strategic Scripting and Authentic Casting

1. Strategic Scripting
The scripts were designed to be highly engaging, with narrative hooks and "Easter eggs" for long-term viewers. To maintain the brand's low-commercialization approach, direct product placement was avoided. Instead, the brand was subtly integrated through the use of BAWDAR's colors in character outfits and the natural consumption of the product during key moments.

A key creative element was the "Breaking the Fourth Wall" technique, where characters would occasionally speak directly to the camera, creating a more intimate connection with the audience. The series also strategically included subtle mentions of upcoming BAWDAR campaigns, like karaoke events and promotions, to generate buzz.

2. Pre-Production and Casting
The success of the series hinged on finding the right actors. The team prioritized casting four talents who had natural chemistry and were already established friends within the Myanmar entertainment scene. This made establishing them as a believable group of "Bawdars" much easier and helped the series feel more genuine.

The Results: From Nowhere to #1 in Under 3 Months

The BAWDAR Code Mini Series campaign was a resounding success, transforming the brand's TikTok presence in a remarkably short period.

• 100K Followers: The account quickly surpassed the 100,000-follower mark.
• 5.7 Million Views: The series' biggest asset was its massive organic reach, with one video alone garnering 5.7 million views.
• #1 Beer Brand on TikTok: In just 2.5 months, BAWDAR went from having no presence to becoming the #1 beer brand with the largest following on TikTok in Myanmar.

By focusing on a strong, narrative-driven concept and executing it with authenticity, BAWDAR successfully captured a new audience and achieved its ambitious goal. This proves that on TikTok, content that resonates with an audience is far more effective than direct advertising.

See the work here: https://www.tiktok.com/@bawdarbeer