Dia Supermarket

Objective: capturing high-intent searches at a key shopping moment

Dia Supermarket in Spain set out to build visibility and relevance during Mother's Day, a key seasonal moment for shoppers looking for last-minute inspiration. Together with its media agency, WPP Media, the brand identified TikTok as the ideal platform to connect with users already showing active search intent around the occasion.

The campaign's primary objective was to stay top of mind and capture high-intent searches through a high-impact brand presence within the search environment. By turning the search results page into a discovery space for the brand, Dia Supermarket aimed to maximize visibility at a moment of strong attention and cultural relevance.

Solution: a full Search Hub takeover powered by creators and branded content

To deliver against this objective, Dia Supermarket and WPP Media activated a strategy centered on Search Hub, making Dia Supermarket the first brand in Europe to use the format. This approach enabled the brand to capture high-intent searches and dominate the discovery experience during a period of heightened seasonal demand, ensuring standout visibility when users were actively searching for Mother's Day ideas and inspiration.

The activation combined creator partnerships and branded content to build a platform-native narrative that felt both relevant and useful. Rather than relying on a single point of exposure, the campaign was designed to deliver a complete takeover of the search page, increasing the likelihood that users would encounter Dia Supermarket in a premium position within results. This helped strengthen both visibility and brand association with the occasion.

Creatively, the campaign used a simple and actionable message directly within the search interface: "Sorprende a tu madre en su día con Dia >". This execution helped turn search intent into a clear brand discovery opportunity by combining cultural relevance, utility, and strong brand presence. The use of creator-led content also added authenticity and approachability, aligning with how audiences naturally explore inspiration on TikTok.

Through this strategy, Dia Supermarket not only secured a larger share of attention during the Mother's Day peak, but also demonstrated how retail brands can own moments of high intent through innovative, high-impact search experiences on TikTok.

Results: strong visibility gains and a clear uplift in search interest during Mother's Day

The campaign delivered standout performance for Dia Supermarket during the Mother's Day period. According to internal performance data, the activation generated 4x higher search impressions versus forecast, as well as a 5x uplift in search volume during the celebration's peak. It also delivered 1.4x video views on Mother's Day, highlighting the campaign's ability to drive both visibility and content engagement.

These results reflect the effectiveness of a strategy that combined timing, format, and creativity. The search page takeover, supported by branded content and creator partnerships, allowed Dia Supermarket to stand out in a high-intent environment and turn search into a meaningful driver of attention and consideration for the brand.