falabella.com

The Objective

Generating awareness through high impact placements

Renowned for being the place where customers may find everything they need, Falabella holds the position of the largest department store in South America and its brand portfolio expands to every retail category available: hardware, fashion, home appliances, supermarket and more.

Following its one-place-for-all business strategy, the company developed its first online marketplace in Peru, falabella.com. The new platform’s goal is to become an accessible and reliable space to shop online, providing unified access to main local brands Tiendas Falabella, Sodimac, Tottus, Linio and thousands of entrepreneurs, all in one place.

To spread the hot news, falabella.com turned to the hottest digital platform in the market to secure maximum awareness and a massive community-commerce moment. 

The Solution

Communicating efficiently through creator partnerships

A broad-audience awareness campaign was created in order to maximize reach. But the key to success was to combine Top View and Spark ads, both featuring a selected squad of celebrities and content creators that spread the message with a twist of humor and platform-proven tone & manner.

The Results

Impacting business through entertainment

The campaign was an instant success: 7.3 million unique users reached, with almost 1 million 100% views. But the most relevant results came with an associated Brand Lift Study: 9.2% increase in Ad Recall, 5.4% lift in Awareness and 8.6% increase in Purchase Intent.

Lift figures serve as a proof point for TikTok’s capacity to efficiently connect brands to audiences through content that entertains and the positive impact that this dynamic has on business results.

"For this campaign, it was very important for us that our ads for TikTok were co-created with creators that use the communication codes that users value when navigating this entertainment platform" said Pierina Papi, Marketing Manager.