The Brief

Here at Viral Talent, we partnered with NUI Ice Cream on a UK influencer marketing campaign to promote their global ambassador, Jason Momoa. The objective was to maximise awareness through a playful and highly shareable TikTok concept, encouraging audience interaction and trend participation. The campaign centred around the “team bite or lick” trend, designed to drive engagement while keeping the content fun and authentic.

The brief was extremely clear, with what needed to be followed, while still ensuring the content to feel natural and organic.

The Approach

NUII already had Lily Southall (lilssouthall) in mind, as she proved to be the perfect fit for the campaign. As a well-established UK foodie influencer, Lily’s content focuses heavily on taste tests and genuine reactions, making her ideal for their TikTok campaign within the food and lifestyle space.

The campaign was delivered exclusively on TikTok, with Lily stitching Jason Momoa’s original video that introduced the NUII Ice Cream and launched the “team bite or lick trend”. Her content encouraged audience interaction by asking viewers to comment which team they were on. NUII also added paid spend to further the success of the campaign!

The Results

Lily generated a total of 196K+ views, delivering strong awareness and engagement. The client was extremely happy with both the creative execution and results, with the campaign over-performing and successfully showcasing the impact of authentic TikTok influencer marketing!