Submitted by Viral Talent

NUII Team Bite or Lick TikTok Stitch Campaign

Influencer Marketing

Viral Talent ran a UK TikTok campaign for NUII in which foodie creator Lily Southall stitched Jason Momoa's launch video, and the agency reports 196K+ views.

196K+TikTok Views

Case in 60 seconds

NUII needed UK awareness for an ice cream fronted by its global ambassador, Jason Momoa, while the brief set clear rules that still had to produce content that felt natural and organic on TikTok.

The campaign turns on creator fit rather than reach, because Viral Talent describes Lily Southall's content as built on taste tests and genuine reactions, which made a bite or lick verdict a natural request of her audience.

The organizing idea was the team bite or lick trend, a playful question launched in Jason Momoa's original video, which viewers could join simply by declaring which team they were on.

Lily Southall stitched Jason Momoa's original TikTok video introducing the NUII ice cream and asked viewers to comment which team they were on, while NUII added paid spend behind the content, which ran on TikTok only.

Viral Talent reports that Lily Southall's content generated 196K+ views, and the agency says the client was extremely happy with both the creative execution and the results of the campaign.

Strategy Breakdown

UK TikTok viewers in the food and lifestyle space, reached through a foodie influencer whose content focuses on taste tests and genuine reactions.
NUII used Jason Momoa as global ambassador to launch the trend, so the creator's role was to extend his video into a UK foodie audience rather than introduce the product from a standing start.
A two-sided choice such as bite or lick asks only for a short comment, which lowers the effort of taking part and is why the content asked viewers which team they were on.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Viral Talent

Participation mechanic

  • Viewers were asked to comment which team they were on in the team bite or lick trend that Jason Momoa's original video launched.

Creator role

  • Lily Southall — creator
  • Jason Momoa

Results & Evidence

MetricValue
TikTok Views196K+ views

Why Viral Talent's strategy worked

  1. 1

    Stitching an ambassador's original video lets a creator join a trend the brand has already started rather than open a new one, so the celebrity launch and the creator content reinforce one another.

  2. 2

    A comment prompt asking viewers to pick a team turns watching into a low effort reply, because choosing a side asks for one word rather than any content from the audience.

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