Möller's cod liver oil has been in Norwegian cupboards since 1854. Orkla Health asked Beatly to make it feel native on TikTok, through creators rather than ads.
3.4Mimpressions over 4 weeks
8,652total engagements
10.5%average engagement rate on organic impressions
13.3saverage watch time, organic
14.7saverage watch time, paid (Spark Ads)
1854A spoonful a day, passed down through generations of Norwegian households.
For YouThe same brand, told by Norwegian creators in their own voices, where the audience already scrolls.
Möller's cod liver oil has been a part of Norwegian households for generations. The brand's heritage is one of its greatest strengths, but it also puts Möller's at risk of feeling dated among younger audiences. The goal was to establish Möller's Tran as a relevant product for Gen Zers through entertaining and creative content adapted to the TikTok universe.
Orkla leaned into its established communications concept “Tok du for mye Möller's Tran?” (“Did you take too much Möller's Tran?”), which plays on the connection between cod liver oil and physical strength, taken to an exaggerated and comical level. Beatly sourced, booked and briefed five Norwegian TikTok creators chosen for their authentic content style. Each creator was free to give the concept a unique spin, so the brand showed up as part of the culture rather than as an ad.
A mix of micro and macro Norwegian TikTokers, picked for how they create rather than how many follow them. These are the creators' own posts from the campaign, with English subtitles.
Tap a video to play with sound
Creator-led content built natively for TikTok, in each profile's tone. No scripts handed down.
Norwegian TikTokers chosen for authentic content style rather than follower size.
“Tok du for mye Möller's Tran?” (“Did you take too much Möller's Tran?”). Strength, exaggerated. A shared hook made the content recognisable across all five creators.
Paid amplification of the best-performing posts to reach beyond the creators' own audiences.
Watch time was the headline: 13.3 seconds on organic views and 14.7 seconds once the strongest posts were pushed through Spark Ads, well above what the brand usually sees from its own advertising.
Engagements as a share of organic impressions across the five creators' posts.
| Channel | Avg. watch time |
|---|---|
| Organic | 13.3 s |
| Spark Ads | 14.7 s |
Impressions over 4 weeks3.4M
Total engagements8,652
Figures from the campaign's TikTok and Spark Ads reporting over the four-week flight. Brand benchmark not published.
“The biggest success was the exceptional watch time, significantly outperforming what we typically see from our own brand advertising. It really demonstrated the value of trusting creators to communicate our brand in their own way, creating content that feels authentic, entertaining and native to the platform.”
“Together with Beatly, we showed that creative freedom and strong brand visibility can go hand in hand, especially when combined with paid amplification to drive reach and engagement.”
Linda Strand IlyasSenior Content Manager, Orkla Health
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