PickUP
|
Germany
A creator-led Valentine's Day story outperformed traditional product advertising for PiCK UP! in Germany.
Awareness
Share of Voice
First Impressions Takeover
👀
Impressions
📈
Clicks
⚡️
CTR
THE BRIEF
Testing whether influencer storytelling beats traditional product ads
For Valentine’s Day, PiCK UP! launched its first-ever campaign on BeReal with a clear ambition: test whether influencer-led storytelling could drive stronger engagement than traditional product advertising.
To do so, the brand partnered with creator Daniele Gieron and built a campaign rooted in a simple but highly relatable Valentine’s Day scenario.
THE STRATEGY
A First Impression Takeover followed by a sustained Share of Voice flight with creator Daniele Gieron
Instead of forcing the product into the center of the frame, they crafted a highly relatable, unfolding story about the genuine anxiety of running late for a date. By utilizing BeReal's sequencial targeting solution, the campaign was a powerful combination of a First Impression Takeover followed by a sustained Share of Voice (SOV) flight, the campaign felt like a real-time update from a friend. Strikingly, the top-performing creative featured absolutely no direct product placement.
THE OUTCOME
The first global Food & Beverage case study on BeReal exceeded platform benchmarks
The First Impression Takeover generated 917K impressions at a 1.25% CTR, while the Share of Voice placements added a further 1.08 million impressions at 1.33% CTR, bringing the campaign to 2 million total impressions, 25,000 clicks and a 1.3% overall CTR, all significantly outperforming platform benchmarks. Most importantly, the campaign validated the power of native, influencer-led storytelling on BeReal, with PiCK UP! demonstrating how Food & Beverage brands can drive trust, attention and engagement through platform-native creativity rather than direct product exposure.
