Carrefour

The Objective

Majid Al Futtaim owns and operates the Carrefour retail franchise brand across 16 countries in the Middle East, Africa and Asia. Carrefour has healthy brand equity in the region, and Ramadan is one of the most important magic moments for them to build top-of-mind awareness and gain share of voice as the go-to shopping partner.

The key USPs they wanted to highlight with this campaign were accessibility with online shopping through their app, convenience with fast deliveries, and finally, their Ramadan-specific deals.

The Solution

Carrefour has previously worked with regional creators to communicate their messages during key moments to ensure they are delivering relevance and higher brand impact. This Ramadan they leveraged the power of creators further by exclusively sponsoring a hashtag challenge "#RamadanBakeFest".

This challenge revolved around the community sharing their simple local recipes for Ramadan essential desserts. The creators the brand partnered up with delivered their baking experience while showcasing Carrefour's USPs that shoppers seek most during Ramadan when preparing their food. This sponsorship has enabled Carrefour to own the full share of voice within a key category during Ramadan.

It also created an opportunity for the brand to engage the wider TikTok community to join in on the conversation, and share their recipes for a chance to win Carrefour vouchers. The overall approach Carrefour adopted during Ramadan on TikTok played an important role in improving long-term brand equity metrics by focusing on strengthening brand advocacy.

The Results

In a busy season of even busier kitchens, Carrefour proved that relevance is the secret ingredient for success on TikTok! Within 5 days only, the sponsored Hashtag challenge has improved carrefour's awareness metrics such as Ad recognition which is key in a cluttered key moment by, 2.6X in UAE and 3X in KSA.

Through TikTok, they were able to build a higher brand association with the shoppers' Ramadan needs (accessibility, convenience & competitive deals) in an engaging and native manner.

Due to Carrefour's highly relevant and native communication strategy, a branding format such as a hashtag challenge also had an effect in driving an uplift within the audience's intent to purchase by 20% in UAE and 43% in KSA.