MediaMarkt
How MediaMarkt used TikTok to drive sales and brand awareness during the Back-to-School season
Objective
As one of the Netherlands' leading tech retail brands, MediaMarkt set out to engage a notoriously hard-to-reach demographic during the critical Back-to-School shopping season: Gen Z. This generation is digital-first, highly selective in their online interactions, and demands authenticity from brands. MediaMarkt’s primary objective was to increase brand awareness and strengthen its association with Back-to-School essentials among Gen Z shoppers. To achieve this, MediaMarkt needed a fresh, engaging approach that would align with Gen Z’s preferences and behaviors on social media.
Solution
To reach Gen Z effectively, MediaMarkt partnered with TikTok through the TikTok Creative Exchange program. This program facilitated a collaboration with Manycreators, a creative team skilled at adapting existing marketing assets to fit TikTok's unique style, which is defined by its fun, dynamic, and authentic content.
This partnership resulted in entertaining, TikTok-native content designed to resonate with the Gen Z audience, specifically for the Back-to-School season. The videos highlighted tech essentials for students, showcasing MediaMarkt’s offerings in a playful and organic way that appealed to the Gen Z sense of humor and aesthetic.
For media strategy and execution, MediaMarkt partnered with Dentsu. They used a combination of TopFeed ads—which capture prime positions within users' feeds—and Auction ads, optimizing reach and engagement among the target demographic. This approach ensured the brand reached Gen Z where they were most active, with a style of content that felt authentic to TikTok’s platform.
Results
MediaMarkt’s Back-to-School campaign on TikTok proved to be a significant success. The campaign achieved:
7.5% Increase in Ad Recall: Through engaging and TikTok-tailored content, MediaMarkt saw a notable boost in ad recall, indicating that the brand and its Back-to-School message made a strong impression on Gen Z audiences.
5% Increase in Brand Association with Back-to-School: The campaign’s relatable and season-specific content helped strengthen MediaMarkt’s connection with Back-to-School essentials, as verified by a Brand Lift Study.
22% Increase in Sales: Though the campaign primarily focused on awareness, it also indirectly contributed to a 22% increase in online sales during the Back-to-School season compared to the previous year.
During the Back-to-School-period a lot of IT-related products are high in demand. Think of Laptops, keyboards, mouses, monitors and more. Hence this is a key-moment for MediaMarkt, where the aim is to boost awareness and sales among the target audience, ensuring a strong start to the school year. With an evolving media landscape and the challenge of authentically connecting with young students, we partnered with Dentsu Benelux to rethink both our media and creative strategies. TikTok emerged as the ideal platform to reach this audience, blending engaging native content with more traditional communication methods. Our collaboration with TikTok Creative Exchange (TTCX) elevated our content, delivering a fresh and modern brand perception beyond what we had achieved before. The results speak for themselves: a +22% increase in online revenue year-over-year during Back-to-School, affirming the effectiveness of this strategy.
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