C&A

The Objective

Taking it seriously

Children's Day is a big deal for major retailers, including fashion ones. For C&A, it was no different: the chain had a whole new collection of children's clothing they wanted to promote to the TikTok community.

So, even before the date arrived, the brand needed an effective strategy to enter the hottest sales period with strength. In other words, a campaign that would influence branding indicators, especially community preference and purchase intent. How to make this play out right?

The Solution

A little help from consideration

The path we suggested for C&A was to bet on a stage of the shopping journey that many brands still overlook: consideration. People in this mid-funnel stage bring better results in Brand Lift studies, especially in the metrics the retailer was targeting. Plus, they have a conversion rate up to 16x higher than potential consumers who are still in the awareness stage.(1)

Too good an opportunity to pass up, right? So much so that C&A took the bet and adopted the TikTok Market Scope, or TTMS, our new solution designed to help explore this mid-shopping journey.

TTMS can identify the user's stage in the funnel, also bringing data and insights that show what influences audiences at each stage. The solution also comes with the new Brand Consideration Ads, a new campaign objective focused on increasing this high-intent audience and boosting future sales.

What C&A did was adopt Brand Consideration Ads in a part of this warm-up campaign for Children's Day. The idea was to test it out and see if they would really generate a greater impact on the branding metrics at stake.

So, they were combined with some native creatives, made by the own brand and also with parent creators, who spoke the same language as the community. They showed the new children's clothing collection both in stores and at home, in addition to highlighting the themed activations that the brand did in some of its mall units. All campaign planning and media operations were handled by VML.

The Results

All the power of the mid-funnel

C&A's strategy for Children's Day was good overall, with good results in ad recall and brand preference. But what stood out in the midst of it all was the campaign with Brand Consideration Ads, which had a dedicated Brand Lift study just for it.

Representing just over 10% of the total budget that the brand dedicated to TikTok, the action generated an incremental lift of 21.5 points in ad recall. In addition, the brand got +11.4 points of incremental lift in brand preference and +10 pts in purchase intent. Betting on the mid-funnel can really pay off!