Kaufland
Helping Kaufland Romania build their profile to 1 million followers through a fun and engaging challenge, all while winning them the ‘Greatest Branding’ award in the TikTok Ad Awards 2024.
The Objective
Kaufland is a leading hypermarket chain from Germany. As their Romanian profile on TikTok neared 1 million followers, the brand decided to supercharge the countdown with a celebration in true TikTok style – with a fun and entertaining campaign that would boost engagement with users across the country.
The Solution
In a countdown to becoming the first TikTok brand in Romania with 1 million fans, Kaufland decided to kick off the celebration alongside users through a super fun campaign, resulting in dozens of hilarious challenges set by the TikTok community for an unsuspecting member of staff inside a Kaufland store. No rules, no prizes, just pure TikTok fun.
Every piece of content from the campaign was built around the community, since all the challenges came from them. To start, Kaufland created a video announcing that, until they reached 1 million followers, the staff member would be locked inside a store – taking on challenges that fans leave in the comments. The brand gathered hundreds of challenges, selected the most exciting ones or those based on trends, and began posting what the community wanted, one by one. And from “count all the potatoes in the store” to “do 10 push-ups”, the responses were tremendous.
The Kaufland media approach then maximized each of their objectives by mixing different formats: Community interaction for profile engagement, and In-Feed ads and Spark Ads for visibility.
The Results
The campaign achieved an incredible amount of success with the TikTok community. The community grew from 970K users to 1 million without any dedicated user acquisition campaign, proving the power of a creative idea and TikTok-first content.
The engagement rate for the campaign content was double Kaufland's average engagement rate, and in addition to the increased follower growth rate, the content generated a lot of reactions: comments, likes, and saves. What’s more, in just 11 days, the campaign content gained a total of 21 million video views, while users watched and rewatched the content posted on Kaufland’s page.
The campaign was so successful that it earned Kaufland the 'Greatest Branding' award in our TikTok Ad Awards 2024, having used the platform to redefine the boundaries of creativity on TikTok.
We were very close to becoming the first Romanian brand with 1M Followers on TikTok – but it wasn’t only about this great number. In fact, it was about the people behind it: the community & the social team. So we built a strategic approach around people & real-life content. This is how we achieved something we’ve never done before on TikTok: real-time content that let the community take the wheel. Why did it work? I strongly believe it’s because both us & the community had a lot of fun while doing this – it all felt unfiltered, and this might be a good performance indicator on TikTok
