PC Optimum™

The Objective

Driving awareness & consideration of PC Optimum™ Points Days among the TikTok community

PC Optimum™ is a loyalty program operated by Canadian retail conglomerate Loblaw Companies Ltd. The PC Optimum™ program uniquely tailors rewards to match the food and products customers buy most, giving them the opportunity to earn points on the things they want. Looking to promote the return of their Points Days event on TikTok for the first time, Loblaw looked to the platform and it’s community of avid shoppers to drive awareness and consideration of the promo week, with a focus on encouraging app engagement to help customers fill their baskets with more points.

The Solution

Enticing shoppers to earn more points with brand-led In-Feed Ads

There’s never been a better time to earn PC Optimum™ points! PC Optimum’s™ Points Days event found its home on TikTok by engaging the community with brand videos that showcased how easy it is to reward your everyday shopping. The creative distinctively focused on Points Days value statements such as “billions of points” to be earned, while playfully showcasing how effortless it was to fill your shopping basket with earned points to redeem for free stuff.

Looking to reach a mass audience across all customer touchpoints of their campaign, Loblaw worked with TikTok's Client Solutions team to implement ad solutions that leveraged Auction In-Feed Ads to drive cost-efficient video views, as well as awareness and consideration of Points Days on the platform. In addition, the brand followed TikTok’s best practice strategy for brand lift metrics with a two-week flight and sufficient budget to achieve an ideal audience reach percentage.

For the creative, Loblaw tested different versions with value statements, whilst always ensuring to hit their key message of driving customers to get the most value out of Points Days by opening the app to earn the most points. The clear call-to-action effectively supported the campaign’s awareness and reach objectives, as well as boosted Loblaw’s enterprise sales and PC Optimum™ goals to drive increased app engagement, weekly active users and digital registrations.

The Results

A basket full of real results

Talk about real results worth filling your baskets for! Loblaw, in partnership with Loblaw Media, saw firsthand the power of leveraging TikTok to promote their PC Optimum™ Points Days event to successfully reach mass audiences and surpass their mid-funnel objectives. During the two-week flight period the campaign had a tremendous impact on overall awareness of PC Optimum™ Points Days, generating noteworthy results such as 426,225 six-second video views, over 10 million impressions and reaching over 1.6 million users with a frequency of nearly six.

Moreover, while the brand-led creative used did not embody TikTok-first native assets, this campaign demonstrated that brand assets with strong branding and design, when aligned with a best practice strategy that considers adequate budget and flight per audience, can contribute significant lifts in multiple brand metrics on TikTok. PC Optimum™ saw an impressive +9.7% lift in Ad Recall and an extraordinary +8.6% lift in Awareness, both metrics significantly performing above North American benchmarks. And if that's not enough, the brand also saw enhanced improvements in Favourability (+4%) and Intent (+5.7%). How rewarding is that?