A101

The Objective

In Turkey, the holy month of Ramadan represents a massive peak in sales across all industries. As families gather around a table full of homemade food every night, the most significant increase is seen within the food & retail industry. A101 is a brand which has historically had near universal Awareness in Turkey with 9 out of 10 consumers being aware of the Brand, and for this special time of the year they wanted to see how much unique uplift TikTok advertising could bring to their business. They also hoped to see the impact each media channel would have against each of their KPIs within a 6-week Ramadan campaign. They decided they needed to advertise via both online and offline campaigns to raise awareness, stimulate reflection, and reinforce key images and perceptions in order to identify the true impact of each online and offline channel on each KPI during Ramadan.

The Solution

A101 is the proud owner of the first content sponsorship in Turkey on TikTok conducted in 2021, and so they trusted TikTok again for this major partnership. With these KPIs in mind A101 partnered with TikTok for a second time for a Branded Hashtag Challenge. They sponsored the #RamadanSofrasi hashtag and partnered with TikTok creators for authentic content. Conscious of A101's main challenge of seeing a single view of campaign performance as opposed to a holistic cross media view, TikTok and Kantar teamed up and generated a de-duplicated and highly accurate measurement of the cross media advertising exposure study. Together, to get a comprehensive view of the Ramadan campaign for an actionable way forward, TikTok and A101 partnered in Turkey’s first Cross Media study.

The Results

TikTok stood out on impact efficiency, delivering a higher share of contribution compared to the investments put behind it. As a result of the Hashtag challenge, significant uplifts were measured on spontaneous awareness and key image associations. TikTok contributed to a media uplift of 70% on “A101 is the biggest market chain in Turkey” and a 44% uplift on “A101 is the cheapest market chain in Turkey” surpassing all online and offline channels. Each exposure on TikTok drove considerably higher impact on Awareness and Imagery, hitting two of the campaign goals as the most efficient channel.