Miralina Sweets
A smart performance campaign to boost sales of halal sweets across Germany and Austria
The objective
Bringing Halal sweets to wide audiences
Miralina Sweets was founded in Germany by Tayfun Öner, who started by sending halal sweets from Turkish supermarkets to families without access to Turkish shops, allowing them to enjoy halal treats despite their location.
In 2021, Tayfun transitioned from the ‘Halal Online Shop’ to producing his own sweets under the new brand name ‘Miralina’s Halal Sweets’. The goal is to establish Miralina as the global category leader for halal sweets.
“I am on a mission with Miralina: I want to prove with the success of our company that migration has a positive impact on the German economy.” - Tayfun Öner
On TikTok, @miralina.halal.sweets shares a range of friendly and personal content, including packaging videos that involve the community and make them feel valued. They also showcase how their sweets are enjoyed at customers' birthdays, weddings, and other celebrations, while staying up-to-date with the latest TikTok trends to keep their content engaging.
The brand has already achieved success with advertising on TikTok. Now, with this new campaign, the primary goal was to boost conversions.
The solution
A Smart Performance Campaign led by community-first content
To execute the campaign, Miralina Sweets partnered with two agencies: SocialVibez for content creation and PerformancePixel for media buying and repurposing organic content into ads.
The centerpiece of this campaign was TikTok's Smart Performance Campaign (now called Smart+), TikTok's latest advanced automated advertising solution, allowing the brand to focus on creating engaging content.
By leveraging SPC, Miralina Sweets was able to save time on ad strategy and management, running ads across all creatives and letting the algorithm "work its magic."
To further promote the campaign, Miralina Sweets collaborated with creators who produced unboxing videos showcasing the products. These videos were then promoted as ads, featuring creators such as @Berna_tsn, @Huseinhx, @Sam_socialvibez, and @Ssuveybee.
The brand's content approach is highly community-driven, reflecting its roots and mission. By involving the community through packaging videos and celebrating the various events where customers enjoy their sweets, Miralina Sweets has built a strong, engaged online community and established long-lasting relationships
The results
Increasing sales and awareness with easy-to-manage campaign tools
The conversion campaign was a major success for Miralina Sweets, reinforcing their understanding that content is the most crucial ingredient in their marketing efforts. By prioritizing their community and delivering content which resonated with their audience, they were able to let TikTok's Smart Performance Campaign features handle the rest, allowing the team to focus on what truly mattered: their community.
The campaign achieved over 12 million impressions, reaching a vast audience across Germany and Austria. Gaining more than 2,000 conversions with the campaign giving a 3.1 return on ad spend (ROAS) overall.
Beyond their primary metrics, the brand also saw a boost in overall awareness and an increase in B2B leads, demonstrating the wider impact of the campaign's community-driven approach.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
TikTok helped us by reviewing our ad accounts and providing good recommendations, implementing these recommendations helped us increase our brand awareness in Germany. Our advice: Don’t overthink and polish your content too much. Transport your company culture and your values. And really take your of the comments. Your audience tells you what they care about.