Carrefour

The Objective

Carrefour, one of the top retailers in Poland and Europe, aimed to increase brand awareness among younger audiences around the back-to-school season. They chose TikTok to reach a large number of young people and digital natives, engaging them with the continuation of their 2021 Back-to-School activation. This time, their key message was “School of being yourself”, highlighting this essential aspect of one's life. Through this campaign, Carrefour aimed to showcase a wide range of products from their offers that complement different styles and personalities of students.

The Solution

Carrefour created a content series in which the brand, together with top TikTok creators, demonstrated how to personalize school products to match an individual's unique personality. They collaborated with several low, medium, and high-range influencers to create a video in which they personalized selected products from the school starter kit, and recipients had the chance to win such unique, individualized products.

In the campaign, Carrefour used high-performing TikTok formats like TopView and Reach&Frequency to effectively reach their target audience. To amplify their message, Carrefour continued to collaborate with a well-known singer Majka Jeżowska and her super popular song "All children are ours" as a part of the campaign. Finally, to boost creators' organic videos, they utilized Spark ads, which had a significant impact on the results.

The Results

Overall, the combination of these tactics allowed Carrefour to effectively promote their campaign and reach their desired audience during the Back-to-School season. The campaign lasted for two weeks and, in that time, broke through the clutter, achieving a 7.9% Ad recall. Thanks to using SparkAds, Carrefour observed an increase in all the key metrics compared to non-Spark Ads, with a 286% increase in CTR, 308% increase in 2 sec VTR, and 404% increase in 6 sec VTR.