AMVO 'Ahorra o Nunca'

The Objective

Reaching diverse consumers effectively on Hot Sale

Hot Sale 2024 is an annual online sales campaign held each May organized by AMVO, providing brands with an opportunity to promote their best offers while consumers enjoy discounts and special deals on a wide range of products and services.

Lasting approximately seven days, the campaign includes categories such as technology, fashion, home, travel, and more, offering exclusive promotions, significant discounts, and free shipping to attract shoppers. It’s an ideal moment for consumers to purchase items at lower prices, with numerous brands and retailers participating actively. This year, the strategy focused on TikTok, as previous events demonstrated the platform’s superior performance over others in Reach and Effectiveness.

The Solution

Driving success with a full funnel strategy on TikTok

Hot Sale 2024 aimed to reach a broad audience, focusing primarily on Mexican men and women aged 19 to 34. TikTok proved to be an ideal partner for AMVO, offering comprehensive funnel solutions across three primary campaign objectives: Reach, Traffic, and Conversions.

To ensure brand recognition, the Reach phase utilized two core campaigns: one boosting creator content and another via an exclusive TopView placement on the campaign’s launch day. For Traffic, two TikTok-exclusive efforts drove direct brand traffic and routed users to specialized landings, such as featured brands and small businesses.

The Conversion phase included Automatic Placements, Remarketing, Catalog Ads, and TikTok-exclusive campaigns that generated substantial click-outs. Additional strategies, such as leaving placements open by including Pangle, helped extend Reach and drive even greater exposure. The use of dark posts enhanced conversion volume, while Smart and Catalog campaigns delivered more efficient costs and improved ad delivery. Lastly, a focus on macro and medium profiles allowed creative assets to gain better traction over using multiple smaller profiles.

This extensive coverage, paired with a pre-campaign awareness phase initiated 15 days before launch, effectively built anticipation for Hot Sale. The campaign officially began on May 15 with a full-funnel strategy and TVC placements, reinforcing Reach, Traffic, and Conversion goals to deliver an impactful and cohesive Hot Sale experience.

The Results

Driving tangible results

• Awareness Incrementality: Achieved +4.5% aided awareness and +9.7% unaided, surpassing Kantar norms.

• Purchase Intent Boost: Purchase intent rose 1.6x above Kantar norms; with baseline near 80%, this indicated effective strategy and communication.

• Creator content Impact: 96% of TikTok impressions were creator-generated content, accounting for 24% of total campaign impressions and reaching 828M total.

• Positive Impact on Age Group 30-55:

  • Message Association +7.8%

  • Brand Favorability +5.6%

  • Trendsetting Perception +6.9%

• Exceeded Association Metrics for Ages 18-29:

  • “Find the best brands and products with discounts on Hot Sale.”

  • “Find the best coupons on Hot Sale.”

  • “Sets trends.”

• Top Performing Creative: 'Luis Mi Negocios' ad effectively delivered the key message “Ahorra o Nunca,” confirming that creator selection can significantly impact audience reception.

Source: Kantar Brand Lift Insights, México, Julio 2024