Welcome back to our Weekly Social Media Bites! It's a brand new week and we have the latest snippets of what's happening in the social media sphere and adland below.
Social
Tiktok Data Shows The Opportunity Of Its Search Ads
TikTok’s Search Ads, launched in 2023, are proving valuable as searches on the app grow 40% year-on-year. A WARC study shows TikTok rivals Google for product discovery among younger users, particularly in beauty, fashion, and entertainment. Campaigns with Search Ads deliver up to 2.2x higher purchase lift, making them a strong option for holiday marketing.
Meta Shares Tips On How To Optimise Holiday Campaigns
Meta advises brands to lean on its AI ad tools, like Advantage+, to optimise holiday campaigns, citing a 6% boost in conversions. It also recommends extending promotions beyond Christmas, using omnichannel strategies to link online and offline sales, and partnering with Reels creators for authenticity. Meta claims these approaches can lower costs and improve ROAS significantly.
X Launches Holiday Marketing Hub To Steer Brands’ Efforts
X has launched a holiday marketing hub with webinars and tips to improve ad performance, now powered by Grok AI. The platform stresses short, authentic ads with clear CTAs, mobile-friendly visuals, and limited distractions (no hashtags, minimal emojis). Aesthetic quality also impacts reach, while using varied ad formats and video is encouraged to boost holiday campaign results.
Inspiration
Crunchy Stairs: McDonald’s Singapore Unveils Interactive Staircase at Dhoby Ghaut Station
McDonald’s Singapore has unveiled its McCrispy Burger campaign with an interactive “McCrispy Crunch” staircase at Dhoby Ghaut MRT, lighting up and playing crunch sounds with each step. Created with OMD, the activation is supported by a social-led campaign featuring Chantalle Ng and influencers, combining out-of-home visibility with digital buzz to promote the new burger.
Standard Chartered Redefines Wealth Through Wellness Via Content Push
Standard Chartered has launched WellnessNOW, a three-part video series linking financial wellness with holistic well-being through themes like mindfulness, detox, and Ayurveda. Created with dentsu Singapore, the campaign avoids product pushes, instead using values-led storytelling with AI-driven personalisation. Aimed at affluent consumers, it positions the bank as a partner in balancing wealth with emotional, physical, and mental resilience.
Gordon Ramsay Serves Up Wagyu Burger (Not Made By Him) For Burger King
Burger King UK has launched its new Wagyu burger with a playful “Not made by Gordon” campaign starring Gordon Ramsay. Created by BBH London, the ad shows Ramsay at a drive-thru before being told his help isn’t needed in the kitchen. Running across TV, social, and OOH, the campaign spotlights indulgence while poking fun at celebrity chef culture.
We hope you enjoy this edition as much as we do!
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