Briefing
Burger King aims to reach younger, trend-savvy audiences. More specifically, the brand targets Millennials and Gen Z, primarily through social media and in-culture communications and activations.
In Belgium — where this idea originated, and where Burger King is still a relatively new brand — the company was not yet active on TikTok. It urgently needed to connect with Belgian Gen Z on its own turf, especially as the leading local fast-food brand already had a strong fan base among this audience.
Solution
The TikTok launch was effectively brought to life through posts that followed the hunt for the lost password, building suspense and community involvement. To ensure success, we implemented a paid media strategy that amplified key posts, driving engagement and visibility. TikTok was the primary platform, perfect for reaching Belgium's Gen Z audience, with one video also posted on Instagram to ensure everyone recognized the TikTok account as the official one. The execution adapted seamlessly to unexpected challenges. Every clue shaped the next post. We had to create, shoot, edit, and engage on the fly, treating the community like collaborators. While we never found the password, we had a contingency plan, pivoting to make the booming account the real Burger King account, keeping momentum high.