POWER

The objective

Standing out during the most competitive retail period

POWER is a leading Nordic electronics giant, built on a clear commercial promise: a wide tech assortment, competitive pricing under “The Power of Low Prices,” a fast, frictionless path to purchase, and an ambition is to be the world’s most customer-friendly electronics retailer.

With over two years of TikTok advertising and more than 125K organic followers, POWER already had a strong presence on the platform. However, as Black Month approached — the most competitive sales period of the year — the brand wanted to test new ways to cut through the noise and stay top-of-mind.

In a category dominated by price messaging, the goal was not just visibility, but memorable communication that felt relevant to TikTok’s culture and audience. In a category dominated by price communication, visibility alone would not be enough. POWER needed to create memorable advertising that resonated culturally, not just commercially. TikTok presented a unique opportunity to combine large-scale reach with cultural relevance, allowing promotional messaging to feel native to the platform rather than interruptive to the user experience.

The solution

A Full-Funnel Strategy Built on Premium Attention and Native Content

To break through during this highly competitive period, POWER Sweden implemented a full-funnel TikTok strategy designed to reach audiences at every stage of the customer journey.

The campaign began with Pulse to secure premium placements and build awareness, followed by Smart+ campaigns to optimize toward performance and purchases. Toward the end of the campaign, TopView and Top Feed were activated to maximize visibility and reinforce promotional messaging.

Alongside media strategy, POWER Sweden prioritized TikTok-native creative, producing content in-house and with s360’s creative studio. Formats such as ASMR-style videos and trend-driven storytelling ensured the ads felt natural within the platform. Actors, tone of voice, and concepts were tailored to resonate with Gen Z and Millennial audiences.

The results

Full-Funnel Impact Driving Both Brand Lift and Conversions

The combination of premium brand placements and performance-driven tools proved highly effective.TopView captured immediate attention at scale, while Pulse and Top Feed reinforced the campaign message in highly visible placements within the For You feed. Smart+ then converted this attention into action, driving lower-funnel engagement and purchases.

The creative direction also played a critical role in performance. By embracing TikTok-native storytelling, POWER Sweden achieved stronger brand resonance. Content that felt organic to the platform generated higher engagement and significantly improved brand perception among viewers.

The campaign delivered measurable brand impact, including:

• +48.3% increase in Ad Recall (an increase of 16.1 percentage points)

• +20.6% increase in Brand Familiarity (an increase of 11.3 percentage points)

• +4,000 Purchases (7d CTA + 1d EVTA)

Additionally, POWER achieved a 19% increase in ROAS (VTA + CTA) despite a 52% year-over-year increase in media spend, demonstrating that the integrated full-funnel strategy effectively balanced brand building with performance marketing.

Beyond the immediate results, the campaign has reshaped how POWER approaches peak retail activations. The success of this initiative reinforced the value of integrating brand and performance strategies into a unified approach, ensuring future campaigns can deliver both cultural relevance and measurable business impact.