Suburbia Symphony

The Objective

Standing out during discount season

During the high-demand period between Black Friday and Cyber Monday, Suburbia faced the challenge of amplifying its Black Days campaign with maximum efficiency in time and cost, without a dedicated production budget. The goal was to drive urgency on the final day of the campaign by highlighting offers in apparel and tech, along with key benefits like free shipping and an easy-to-use app experience.

Standing out visually from other retail partners was also crucial. In this context, TikTok became a strategic ally, offering a fast, creative, and cost-effective solution through TikTok Symphony, enabling Suburbia to launch a high-impact campaign quickly and without sacrificing quality.

The Solution

Betting on an innovative and efficient solution

To meet its objectives, Suburbia implemented a strategy that prioritized efficiency and broad reach, leveraging TikTok’s strengths in both ad formats and production tools. The campaign was launched in November 2024, with a focus on the final day of Black Days, aiming to create urgency and drive purchase intent.

The brand opted for a broad segmentation approach: nationwide coverage with no restrictions by gender and open age ranges, seeking to reach new TikTok users and reinforce brand positioning. The creative strategy focused on communicating key benefits such as free shipping and the ease of shopping through the app, while also highlighting promotions in key categories like apparel and tech.

A pivotal decision was the use of TikTok Symphony, a tool that enabled Suburbia to generate a scalable creative asset without the need for a traditional production team. This solution was perfectly suited to the campaign’s timing and needs, allowing the brand to produce a TikTok-native video quickly and cost-effectively.

The content was activated through the Top View format, marking the first Symphony Top View executed in Mexico, a premium placement on the platform that guaranteed visibility from the very first impression. This approach combined a cutting-edge creative solution with a high-impact media format to reach a broad audience, including TikTok users who had not yet interacted with the brand.

The Results

Driving immediate and measurable impact

Thanks to the use of TikTok Symphony and activation through the Top View format, Suburbia was able to launch its campaign in record time, without relying on external creative deliveries or incurring additional production costs. This efficiency allowed the brand to focus on message impact, delivering results well above the average of its previous campaigns on the platform.

• +147% more 100% Video Views vs. the brand’s campaign average

• 6.4x higher engagement compared to previous campaigns

• 14.7x better click-through rate to the landing page

• +0.8 pp higher conversion rate (2% vs. 1.2% TikTok benchmark)

• $37 MXN average CPM, aligned with the seasonal context

• 138,542 clicks generated during the campaign

Source:

• Client Internal data, 2024