Case Study: How Pizza Hut Danced Its Way to TikTok Dominance

In the fast-moving world of social media, brands must go where the audience is. As TikTok’s influence exploded in Myanmar, the challenge for established leaders like Pizza Hut was clear: how do you translate massive brand love from one platform to an entirely new cultural arena?

The goal was not just to show up on TikTok, but to own it.

The Challenge: Staking a Claim in a New Digital Territory

Pizza Hut already commanded a huge and loyal following on Facebook in Myanmar. However, the brand’s presence on the booming TikTok scene was minimal. The platform's culture—driven by music, dance, and user-generated content—demanded a completely different approach.

The challenge was to create a fun, authentic, and native-to-the-platform campaign that would resonate with young people and firmly establish Pizza Hut as a key player in Myanmar's TikTok landscape.

The Approach: Engineering a Culturally Native Campaign

On TikTok, you don’t just advertise; you participate. Blink’s strategy was to build a campaign from the ground up using the core pillars of TikTok culture. We wouldn't just run ads; we would create a movement.

• The Hook: We started with a catchy, meme-able jingle: “Pizza so Pizza Hut.” The music was designed to be instantly memorable and perfect for looping.
• The Spark: We partnered with two major influencers with established, highly engaged TikTok followings. They launched the campaign by performing a fun, energetic dance to the jingle.
• The Movement: We then threw down the gauntlet, challenging fans to create their own “Pizza so Pizza Hut” videos and outdo the influencers' dance moves. This User-Generated Content (UGC) challenge put the audience at the very center of the campaign.

Blink managed the entire process in-house, from video production and influencer management to a cross-promotional rollout on Facebook that drove our existing audience to the new challenge.

The Impact: A Viral Hit and a New Stronghold

The campaign was a resounding success, proving that authentic engagement is the key to winning on new platforms.

• Viral Participation: The videos were a hit, and fans participated in the challenge actively and creatively, flooding the platform with their own unique takes on the dance.
• Successful Platform Launch: The campaign successfully staked Pizza Hut’s claim in Myanmar's booming TikTok scene, building a strong and engaged following from scratch.
• Deepened Brand Connection: Pizza Hut effectively connected with a key young demographic on their preferred platform, cementing its status as a brand that understands and participates in modern youth culture.