Tchibo

The Objective

Tchibo coffee bars are a unique space – providing some of the best coffee available alongside retail spaces that offer everything from homeware to clothing. To spread the word about their Black Friday offers, the brand came to TikTok for an awareness campaign centred around creator-led content that would put their products and promotions in the spotlight.

The Solution

To make sure their campaign grabbed the attention of their target audience, Tchibo – together with client media agency OMD – deployed one of TikTok’s most impactful platforms: Top Feed. This gave Tchibo the opportunity to occupy the first in-feed ad slot that appears on someone's TikTok feed when they open the app. Plus, the native feel of the ad placement perfectly complemented the campaign’s creative, and helped to create a big brand moment.

Tchibo did not have the capacity to produce native TikTok content, so instead, they utilised TikTok's Creative Exchange program to collaborate with TikTok Creative Marketing Partners to source creator content from creators including “SpaceCat”. The program can enrich your campaign with innovative ideas and creative insights, ensuring your message remains at the forefront of TikTok's creative landscape to foster a dynamic and engaging brand presence.

Working with new trusted partners acquired through the exchange, Tchibo produced a series of creatives that could be boosted as Spark Ads, giving them the power to reach their desired audience through a combination of automatic and custom targeting. Boosting native content in this way also meant that the original posts receive all the views, comments, shares, likes, and follows associated with the campaign.

The Results

Tchibo’s adoption of the Creative Exchange program was a huge success. By choosing to create native video content through the exchange, the ads blended seamlessly into the TikTok ecosystem – generating a huge level of interest amongst the target audience while smashing benchmarks. Ad recall was recorded at an impressive 10.4% after the campaign, while awareness was also strong at 5%, proving the effectiveness of well-chosen creators in terms of their popularity on the platform. All of the creators’ videos achieved view-through results above the benchmarks thanks to being promoted through our Spark Ads platform, with 2 and 6 second view through rates way above benchmarks for Poland.