Dilo Con OXXO

The Objective

Reframing everyday Moments into Emotional Relevance

During Valentine’s Day 2025, OXXO set out to transform a long-standing perception challenge. While OXXO is deeply embedded in everyday Mexican life, it was primarily seen as a functional, transactional stop often associated with last-minute or “emergency” purchases, especially around key moments like Valentine’s Day.

The brand’s objective was to evolve beyond utility and become an emotionally relevant space where real stories happen. Rather than launching a traditional promotion, OXXO aimed to reposition itself as a cultural stage for connection, turning everyday interactions into meaningful moments.

By tapping into how people naturally express love with humor, drama, and storytelling, the campaign sought to build stronger brand association, increase favorability, and drive deeper engagement, ultimately to prove that even the most routine places can play a role in life’s most memorable experiences.

The Solution

Turning the Community into Storytellers

In collaboration with creative agency BNN, OXXO developed a fully integrated, TikTok-first campaign that transformed the platform into a living, participatory love story inspired by the cultural codes of a telenovela.

The insight was simple yet powerful: people were already documenting their real-life romantic moments inside OXXO stores on TikTok. Instead of interrupting this behavior, the brand embraced it, inviting the community to co-create a story where everyday places become the setting for meaningful connections.

At the heart of the campaign was Branded Mission, which acted as the engine for participation. Users were invited to submit their own love stories, effectively turning the community into writers, actors, and directors of the narrative. This approach shifted the role of the audience from passive viewers to active co-creators.

To amplify reach and scale the story, OXXO leveraged TopView and boosting, ensuring strong visibility from day one while continuously promoting the most engaging community-driven content. As the narrative evolved, TikTok Live was used to close the loop by broadcasting a real-life wedding, allowing users who had followed and voted throughout the story to experience the final moment together.

Finally, a Brand Lift Study validated the impact of this approach, measuring key perception metrics such as ad recall, awareness, and favorability. By keeping the entire ecosystem TikTok-first, the campaign aimed to blur the line between content and participation, turning a brand message into a shared cultural experience.

The Results

Transforming participation into Brand Impact

The campaign became one of OXXO’s most participative and culturally relevant activations to date, demonstrating the power of community-led storytelling. By handing over control to the audience, the brand successfully shifted its perception, evolving from a purely functional space into a meaningful part of everyday culture and connection.

This impact was recognized with a Gold award at the TikTok Ad Awards Mx 2026 in the “Power to the People” category, highlighting its ability to turn participation into true brand impact.

The campaign generated 163M total video views and achieved a 16.31% engagement rate, driving over 48.1M interactions. It also delivered a +12.6% lift in Ad Recall, alongside +11.7% in Awareness and +3.9% in Favorability, validating the effectiveness of a community-first approach.

• 900+ UGC videos created by 448 unique creators

• 28.2M users reached through Branded Mission

• 16.6M users reached via TikTok Live wedding

• Coverage across 30+ external media outlets

Sources:

1. TikTok Ads Manager (internal data), 2025

This is a TikTok Case Study. Past performance does not guarantee or predict future results.