Rozetka Ukraine
Scaling awareness at peak demand with TikTok TopView for major Ukrainian E-comm
The Objective
Owning attention during Black Friday
ROZETKA, one of the largest eCommerce platforms in Ukraine, wanted to stand out during the most competitive sales moment of the year. For Black Friday, the brand aimed to maximize awareness and stay top of mind as consumer demand peaked.
The campaign also marked an important milestone, with ROZETKA becoming one of the first Ukrainian eCommerce brands to test TikTok’s TopView format.
The Solution
High-impact storytelling with TopView
The campaign launched on November 28, right at the peak of Black Friday shopping activity. Supported by agency Promodo, ROZETKA activated the TopView format, with the ad appearing immediately when users opened the TikTok app and taking over the screen before any scrolling began.
This prime placement, combined with bold and dynamic creative, helped the brand capture attention at the exact moment users were most ready to discover deals.
The Results
Big moments need big visibility
The campaign clearly outperformed regional benchmarks and standard awareness formats:
The creative achieved a 1.8x higher view rate compared to CEE eCommerce benchmarks
TopView generated 4x more impressions than other awareness-focused campaigns
Reach increased by 1.4x, proving TopView’s ability to scale fast and broadly
The results confirmed TopView as a powerful format for brands looking to dominate attention during high-demand moments like Black Friday.