MediaMarktSaturn

Objectives

Elevating brand awareness and engagement

As one of Europe's leading consumer electronics retailers, MediaMarktSaturn is known for connecting tech and innovation with everyday life.Recognizing the massive marketing potential of seasonal moments like Valentine's Day, the brand sought to elevate brand awareness and engagement among a new and younger audience on TikTok.

Solution

Adopting multiple ad solutions

The campaign was developed as part of a Commercial Partnership Solution (CPS), which offers tailored opportunities to place brands at the heart of cultural and seasonal moments. The Commercial Partnership Solution enables brands to naturally integrate into culture by delivering what TikTok users love - right when it matters most.

Instead of relying on a single format or ad solution, MediaMarktSaturn adopted a layered approach to maximize results. By working closely with TikTok for Business, the brand combined multiple ad solutions designed to build buzz, drive engagement, and encourage interaction throughout the Valentine's Day period.

This is how they did it.First, to generate high-quality reach and engagement ahead of this key shopping moment, the campaign launched with Max Pulse.

This premium TikTok placement serves ads next to top-performing organic content in trending categories like fashion, gaming, and sports, helping brands connect with what's culturally relevant.

The brand also deployed TopView to maximize visibility, which displays ads when users open the app. This was paired with a Branded Effect, which invited users to interact playfully with a custom Valentine's-themed experience. Together, this high-impact format and interactive feature drove participation and deepened brand affinity.

On the creative side, the entire Valentine's Day campaign was developed under TikTok's Content Solutions Package, which combines critical insights, creative concepts, and premium production support designed to maximize campaign impact. As part of this package, the brand leveraged a Creator-Led Package (CLP) with select in-house branded content and collaborated with TikTok's creative agency partners to craft a personalized Valentine's Day brand experience.

Results

Massive engagement boost

By adopting and executing a well-structured campaign, featuring multiple ad solutions and creator-led content, MediaMarktSaturn achieved exceptional performance across all key metrics.The TopView + Branded Effect combination led to a +247% engagement rate, +107% increase in 6-second view-through rate, and a +32.8% boost in average watch time. Max Pulse, meanwhile, delivered a +85.7% engagement rate, a +41% lift in click-through rate, along with an impressive +116% increase in average watch time, with video views at the 100% mark also up by +64%.

A Brand Lift Study also showed strong upper-funnel results, with a +2.3% increase in Ad Recall and a +4.2% boost in Favorability. The campaign clearly resonated with viewers more likely to remember the brand and have a more positive perception of MediaMarktSaturn after seeing the content.

This underlines the value of combining impactful media placements with creator-driven storytelling. MediaMarktSaturn's success also highlights the potential for large brands to turn cultural moments into opportunities to engage with a younger audience on TikTok.

If you want to learn more about Commercial Partnership packages - curated opportunities that place your brand at the heart of cultural and seasonal moments - reach out to your local Brand Partnerships Team.