Migros

The Objective

Coffee, rice, sugar, pasta, coconut oil, and soap. 6 items.

When Migros (@migros.ch) started selling this humble inventory out of trucks in rural Switzerland in August 1925, it was probably hard to conceive that the company would one day become the country’s largest retailer – and its largest employer to boot, extending well beyond retail with offerings in segments as diverse as banking, lifestyle, and health.

100 years later Migros remains true to its foundations and is structured as a co-operative federation with over 2 million members. Paying homage to the company’s beginnings, its M-Budget line provides affordable, high-quality products for everyday situations. Food, drinks, electronics – M-Budget has it all and enjoys enormous popularity in Switzerland.

With its latest campaign, Migros was looking to drive maximum reach and anticipation for the latest M-Budget product launch. There was just one question: what was the new product going to be?

The Solution

Mini Cookies Hazelnut? Or Mini Cookies Cornflakes?

A big decision! In true Migros style, the retailer was keen to leverage direct participation to answer that question. And what better place than TikTok to innovatively engage customers by having them vote on what they wanted to see on its shelves soon?

Consider it done. In collaboration with media agency Webrepublic, creative agency Zeam, and a selection of Switzerland's most popular GenZ TikTok creators and national Hip-Hop acts, the team baked up a a fantastic multifaceted TikTok campaign.

Delivered as Top Feed ads in the very first in-feed ad slot, the content generated excellent visibility and paved the way for maximum impact. Voting stickers were integrated as Interactive Add-Ons and enabled the community to hit the buzzers for their favorite Mini Cookie flavor choice right there and then.

Aaaand the winner is… Mini Cookies Cornflakes! That’s right, the community went for crunch over nuttiness – and Migros wouldn’t be Migros if they hadn’t announced their audience’s final choice with a big bang. Once again using the Top Feed placement, they integrated another Interactive Add-On: activating the Superlike 2.0 brought the Mini Cookies to the fore as they literally took over the screen.

And finally, to accompany the much-anticipated launch of the Mini Cookies in grand style, Migros secured the TopView placement for all languages in Switzerland. In doing so, the retailer made sure that not a single user would miss the release of the cookies, supercharging visibility and excitement.

The Results

Scaling brand awareness in a key demographic? Check.

Interactive, democratized product launches via TikTok? Double check.

Massive impact? Triple check.

Migros managed to engage an audience of more than 1.2 million unique users in the under-35 age group on TikTok in Switzerland – 1.1 million unique users on the launch day alone – amassing an impressive 2.6 million video views.

The voting phase created major buzz, leading the community to turn out in droves. Over 167,000 votes were cast through the poll ads and the Story Selection Ad, with the latter stealing the spotlight and generating an outstanding engagement rate of 20.7%.

Having laid the groundwork on TikTok so successfully, the campaign delivered brilliantly in-store, too: the newly launched Mini Cookies Cornflakes claimed the top spot as the bestselling Migros cookies, showcasing their irresistible popularity.