VICIO is proof that you can build an entire brand identity on social media. And it’s no mean feat: in a saturated environment, being relevant and distinctive is not easy. That’s why launching on TikTok presented a big challenge.

To expand the range of the brand’s communication channels by making the leap to TikTok while maintaining its distinctive identity and its bold tone.

VICIO, the restaurant specialising in smash burgers launched during the pandemic, has managed to build a brand with its own recognisable and surprising tone purely on social media. But it also needed to have a presence on the platform that’s seen the fastest growth in recent years: TikTok. There was no doubt that VICIO had to be on it — the question was, how to continue being surprising on a platform where consumers are used to seeing any type of content at any time?

We were faced with two choices: either we exploited an existing trend to ensure reach at the cost of losing brand personality, or we found an on-brand concept that would work on the platform and become a trend in its own right. Obviously, we went for the second one. We saw that some VICIO customers, when placing their orders online, used the “Allergies” field in a peculiar way, to say hello to the brand, ask for discounts, make a joke... This form of interaction between the brand and its customers was innovative, good-natured and already formed part of VICIO’s brand fabric, so we decided to take it to the next level and turn those comments into the core of the TikTok channel. That’s how TicketTok was born, VICIO’s TikTok channel where the brand co-creates the content with its customers.

To advertise the channel and its mechanics, a campaign was launched together with the announcement that users whose messages were selected to appear in the videos would receive a free combo. This helped boost participation (and, therefore, sales), and resulted in messages of love, orders in unexpected places, unusual requests... VICIO, who wanted to surprise their audience with their communication, was the first to be surprised with the messages received.

We started with an anecdote that was part of the brand’s fabric to create an original content line which invited participation, a very VICIO way of generating very TikTok content.