Clas Ohlson
Promoting Clas Ohlson’s cleaning range with a TikTok-first campaign to audiences in Sweden, Norway, and Finland.
The Objective
Clas Ohlson is one of Scandinavia’s biggest home improvement retailers, with more than 230 stores across Sweden, Norway, and Finland. The brand came to TikTok to boost awareness and sales for their extensive range of cleaning products, tapping into TikTok’s growing #cleantok community with a fun and engaging suite of native ads that provided the perfect mix of entertaining and informative.
The Solution
Clas Ohlson produced a range of TikTok-native video ads that played on a sparkly theme in the TikTok community – #cleantok. From before-and-after videos that show spaces transformed, to deep cleaning tips and tricks to get the most from your elbow grease, this trend is one of TikTok’s most-viewed hashtags.
Working alongside media agency Dentsu and creative agency Beatly, Clas Ohlson paired one of our newest and most innovative conversion-focused formats, Video Shopping Ads (VSAs), with Product Cards and Carousel Ads, introducing viewers to their cleaning products and the wider offer of Clas Ohlson’s range. Hyper-relevant, smart video creatives designed to drive performance, VSAs can amplify a range of products through their catalogue display, all while targeting your audience based on purchase intent. VSAs can also showcase discounts per product thanks to dynamic landing pages, then deliver users from the For You feed straight to checkout.
The native feel of the videos perfectly complemented the campaign’s quirky creative, and helped to generate some astonishing click-through figures for the duration it ran. Plus, the creativity and authenticity of the creative all worked to capture consumer attention while increasing brand awareness and driving traffic to the site.
The Results
The Clas Ohlson #cleantok campaign was designed to engage consumers at every stage of their purchasing journey. Initially, strong video content was used to build awareness in the upper funnel. This was followed by efforts to drive traffic to the site and encourage consideration, eventually leading to conversions and purchases of cleaning products through VSA.
The campaign yielded some remarkable results, far exceeding the benchmarks set for click through rate and view through rate. These figures show a genuine interest in the highly creative ads and their content – and prove the power of tapping into TikTok trends with content that’s both informative and entertaining. What’s more, Clas Ohlson registered a return on ad spend 83% higher than their target.
Only on TikTok can we fully tap into the cleaning community in ways that no other algorithm has. #cleantok enables us to reach relevant users with relatable content and it also sparks conversation and knowledge sharing between users.
