Allegro

The Objective

Making Allegro top of mind for the holiday season

Allegro is the leading e-commerce platform in Central and Eastern Europe and a well-known destination for online shopping. During the Christmas season, the most competitive moment of the year, brands and platforms fight for attention, making it harder than ever to stand out and own a clear seasonal role.

The key challenge for Allegro was not awareness, but strengthening a specific and meaningful association: being the platform people naturally connect with Christmas shopping and gift buying. In a highly cluttered environment, the brand needed to capture attention and emotionally anchor itself in the holiday moment.

The primary objective of the campaign was to increase Brand Association, answering the question: “Which platform do you associate with Christmas shopping?” At the same time, the campaign aimed to deliver strong attention and memorability during the festive period while supporting traffic to Allegro’s website and app.

The Solution

Using TikTok Pulse and native creatives to capture attention

To stand out during the holiday season, Allegro combined TikTok’s premium Pulse placements with performance-driven traffic campaigns and high-quality creative.

TikTok Pulse Seasonal Lineup allowed Allegro to appear in-feed immediately after the platform’s top trending, brand-safe content, maximizing cultural relevance and strengthening the brand’s association with Christmas shopping.

In parallel, separate Traffic campaigns were optimized for Landing Page Views, directing interested users to Allegro’s website and app to drive engagement.

On the creative side, Allegro blended its own assets with content produced via TikTok Creative Exchange (TTCX). Working with a TikTok partner agency, the TTCX project delivered culturally relevant, high-quality creatives tailored for the platform.

The Results

Strong brand lift during the holiday season

By combining Pulse placements, TikTok-native creatives, and supporting Traffic campaigns, Allegro delivered strong brand results during one of the most competitive moments of the year.

The key outcome was a +14.1% lift in Brand Association (relative lift, Brand Lift Study), confirming that the campaign successfully strengthened Allegro’s connection with Christmas shopping.

In terms of attention, the campaign also outperformed Pulse benchmarks. The 2-second View-Through Rate was 51.1% higher than the Pulse benchmark, while the 6-second View-Through Rate exceeded the benchmark by 40.7%.

These results show how premium placements combined with strong TikTok-native creatives can drive both attention and meaningful brand impact during peak seasonal moments.