Promoting Clas Ohlson’s home organising range with a TikTok-first campaign to audiences in Sweden, Norway, and Finland.
Clas Ohlson is one of Scandinavia’s biggest home improvement retailers, with more than 230 stores across Sweden, Norway, and Finland. With summer and the home improvement season right around the corner, Clas Ohlson came to TikTok for a triple market campaign aimed at promoting their extensive range of home organising products to a whole new audience.
Clas Ohlson ran a week-long campaign that kicked off with TikTok’s premium ad format – TopView. The TopView ad placement is 100% sound-on and full screen, and for Clas Ohlson, was in place for 24 hours for users in Sweden, Norway, and Finland upon launching the app. The native feel of the ad placement perfectly complemented the campaign’s quirky creative, and helped to generate some astonishing click-through figures for the short duration it ran.
For the creative, Clas Ohlson tapped into the TikTok audience’s love for DIY and home improvement, focusing on home organising goods and their near infinite possibilities for arranging your space. The TopView were followed by In-Feed ads to reinforce the message, maintain a high frequency, and stay top of mind for users right through the campaign. All ads featured a TikTok exclusive discount code, “CLASTOK”, that gave users 20% off storage products in order to drive traffic to Clas Ohlson’s site.
Clas Ohlson’s content was customised for TikTok with a lo-fi, native approach that played on famous TikTok trends such as “manifesting I’m rich”, fast paces, and text overlays.
The campaign overall saw strong results, proving the value of multiple placements throughout the user journey, as well as using creativity and authenticity to capture consumer attention while increasing brand awareness and driving traffic to the site.
Launching across three markets for just one week, the Clas Ohlson campaign yielded some remarkable results for the short duration it was live.
More than 210,000 clicks were generated, clearly showing how impactful a targeted message can be when deployed through a TopView ad. These figures also show a genuine interest in the highly creative ads and their content – a point confirmed by the 8,000+ likes recorded in the first 24 hours.
Clas Ohlson’s campaign found the perfect home on TikTok, proving the platform’s reputation as the definitive destination for the world’s best short-form creative content. Securing unrivalled levels of targeted exposure for both their products and brand, this TopView + In-Feed Ads campaign outperformed all expectations, and confirmed TikTok’s ability to guarantee real engagement with audiences around the world.
The campaign was a success, especially from a video views and engagement perspective. The TopView definitely increased brand awareness and we are glad to see that our natively produced content was positively perceived by the TikTok audience.
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