EDEKA

From Awareness to Action: How EDEKA's Nostalgic TikTok Campaign Boosted User Growth

Objectives

Closing the gap between awareness and action

As one of Germany's largest grocery retailers, EDEKA set out to reinforce its position as the first choice for everyday shoppers in a highly competitive market.

With the introduction of TikTok Consideration Ads, EDEKA saw an opportunity to deepen brand preference by testing a mid-funnel strategy designed to bridge the gap between awareness and action.

The campaign was designed to increase the number of users actively considering EDEKA, evaluate cost-efficiency versus standard video view campaigns, and measure brand impact through a Brand Lift Study.

Solution

Leveraging Conversion Ads to boost branded and creator-led content

To bridge the gap between visibility and active interest, EDEKA launched a creative campaign centered around its own-brand line, Herzstücke. At its heart was a nostalgic throwback featuring iconic German singer Blümchen, styled in a bold 90s aesthetic. Blümchen remixed her hit song while showcasing Herzstücke products, including a special edition mixed gummy bear pack bearing her name, creating instant familiarity and cultural relevance.

The branded content was complemented by playful, creator-led videos that leaned into TikTok's native tone, presenting Herzstücke snacks in fun, relatable ways that felt authentic to the platform.

Ad placement followed a full-funnel approach. TikTok's new Consideration Ads played a crucial role in nurturing intent, moving users from low or no awareness into the mid-funnel stage and growing the audience actively considering EDEKA as their preferred supermarket.

TopView placements spotlighted the Herzstücke Crispy Dippers with eye-catching CGI visuals, generating immediate attention and boosting ad recall. Meanwhile, 6-Second Focused View placements helped maintain engagement and deliver cost-efficient performance across objectives.

Results

Converting a mid-funnel strategy into measurable impact

EDEKA's campaign drove over 303,000 new consideration users, up 48% from the pre-campaign baseline of 631,000. The campaign also achieved a 1.71% new consideration rate, more than twice the 0.69% benchmark for video view campaigns, meaning that for every 100 impressions, 1.7 new users were added to the consideration pool.

Engagement results were equally impressive. EDEKA achieved a 6-second focused view rate of 7.94%, surpassing the industry benchmark by 55%. This demonstrates that EDEKA's creative assets were effective at capturing user attention during the critical first seconds of viewing.

On the branding side, the campaign delivered a 14% lift in Ad Recall, nearly double the national industry benchmark of 7.76%. Awareness, meanwhile, gained 9.2%, almost three times the national average, despite EDEKA already starting from a high baseline.

Together, these results highlight how established brands can successfully leverage TikTok's mid-funnel tools to drive performance beyond surface-level engagement. Consideration Ads, in particular, enabled the brand to grow its audience, increase efficiency, and strengthen its position in a highly competitive retail market.

Looking for a new way to turn awareness into action for your brand? Connect with our TikTok team to explore tailored solutions.