Circle K Estonia

The Objective

Circle K in Estonia: building everyday impact across categories

Circle K's core business in Estonia includes the retail sale of motor fuels, food, everyday goods, and related services. As the country's leading motor fuel retailer by market share, the company operates 64 full-service stations, 16 automated stations, one convenience store, and the largest automatic car wash network with 27 locations.

In a highly competitive market, where several strong local and international players fight for attention, Circle K’s key marketing goals were to increase reach, boost engagement, and attract new customers. The brand aimed to connect with multiple target groups such as drivers, commuters, families on the go, and lunch seekers.

The Solution

Using TikTok to stay relevant in everyday moments

To connect with younger audiences and everyday consumers, Circle K added TikTok to its media strategy. The platform’s strong engagement and brand recall made it the perfect choice for a category driven by habit, proximity, and quick decisions.

Between September 2024 and June 2025, Circle K launched nine TikTok campaigns across product and recruitment categories. The team used simple, animated creatives aligned with the brand, designed to be clear, scroll-stopping, and engaging. Campaigns focused on Video View and Traffic objectives, optimized for 6-second views and clicks, using both broad and interest-based targeting.

The Results

High engagement, strong relevance, and real business impact

The campaigns reached close to 300,000 unique users with CPM and uCPM below TikTok’s average, showing strong cost-efficiency.

- 6-second view rate averaged 80.99%, significantly above TikTok benchmarks for the region

- Average CTR to landing pages reached 0.35%, with total CTR at 0.49%

- Onsite engagement was 5–10pp higher than on other social platforms

Compared to other social media, TikTok delivered the highest engagement on landing pages and a strong rate of key actions. The results confirmed TikTok as a top-performing channel in Circle K’s digital mix, and continuous presence on the platform remains a strategic priority.