China in Box launches “Francreators” project on TikTok

Initiative turns franchisees into TikTok creators and strengthens the brand’s digital presence.

China in Box, a brand from Grupo Trigo and pioneer in Asian food delivery in Brazil, has launched Francreators, a project that turns its franchisees into TikTok content creators. The initiative aims to rejuvenate the brand’s communication, expand its reach on social media, and connect audiences with the people behind the stores.

According to Bruno Silvestre, Marketing Manager at China in Box, the goal is to highlight franchisees’ roles and authentically show daily life in each restaurant. “Francreators was created to value the role of our franchisees and show, authentically, what happens in each restaurant. With this action, we bring China in Box closer to different audiences, strengthening the brand’s digital presence, boosting engagement, and generating positive media and sales results,” he explains.

Content and performance above average

Every month, franchisees receive a creative briefing and produce content aligned with the brand’s proposal. Then, the materials are evaluated by a marketing team panel, which rates them from 1 to 5 stars.

From January to July 2025, the project achieved remarkable results. Traffic campaigns reached a VTR of 28.54%, almost ten times higher than the market average. Conversion campaigns achieved 57.97% VTR — 19.7 times above the average — and a CTR of 3.28%, 5.4 times higher than the sector average. The overall average for the period was 43.25% VTR and 2.78% CTR.

“Both indicators demonstrate the expressive impact of the initiative on the brand’s digital strategy — the first quantifying the number of views and the second the number of clicks each post received,” Bruno concludes.