OXXO Mexico

The Objective

Celebrating 45 Years of Experiences at OXXO through its Consumers

To commemorate of it's 45th anniversary, the well-known chain of convenience stores OXXO launched its campaign "45 Years of Stories". The objective of this initiative was to provide a space to share and celebrate the stories and anecdotes that happened in its establishments. Using the Branded Mission format and the hashtag #OXXOHistorias, the brand faced the challenge of boosting interaction within the TikTok community, giving voice to a wide range of individuals, from employees, travelers, students, and couples to families. The goal was to highlight the diversity of stories that have come to life in this iconic place. At OXXO, everyone has a story to tell.

The Solution

Strategy Focused on the Power of Branded Mission on TikTok

The strategy implemented on TikTok focused on the effectiveness of the Branded Mission as the main ad format. The campaign launch was divided into two phases: first, a Top View at the beginning of the campaign aimed at increasing awareness on the launch day; second, the Branded Mission, supported by six exemplary videos that served as a guide for creators. With this effort, 335 videos were generated by the community, allowing the promotion of a total of 45 organic ad videos. This demonstrated the success of the initiative by promoting and scheduling all the creator-generated videos available for amplification.

The campaign stood out for the diversity of shared stories. A Hashtag Challenge was added as an add-on to the Branded Mission, which was included with a clear and direct call to action in the Top View. This approach aimed to enable the entire community, whether creators or not, to interact with the brand, generating a high level of engagement. This persuasive strategy captured the audience's interest and triggered a wave of shared stories celebrating OXXO's 45 years, from nostalgic tales to amusing anecdotes. This creative and authentic perspective proved to be a key component for massive engagement and emotional connection with the audience. The measurable success, supported by the Brand Lift Study, underscores the importance of well-executed strategies and the power of telling authentic stories on TikTok. OXXO successfully celebrated its anniversary in a unique and memorable way, solidifying its position as an integral part of its customers' everyday stories.

This success case highlights a brand's ability to establish deep connections with its communities through authentic and creative content on TikTok. The strategic choice of the Branded Mission as the star format, backed by the TikTok for Business team, proved highly effective, generating a positive impact and significant growth in campaign awareness and user engagement.

The Results

The Result of Authenticity and Diversity on TikTok

The execution phase of the campaign, which took place from October 12-24, provided quantifiable and notable results:

• 7X Ad recall (20.8 PP) vs benchmark (3pp).*

• 4X Awareness (6.5 PP) vs benchmark (1.5pp).*

• Favorability: Increase of 10.0 PP absolute.*

• Keyword Association: Increase of 2.6 PP absolute.***

• 4.28% Engagement Rate, resulting from user-generated content.**

• 87.7% relevance in participations.

• Average viewing time of 6.61", triplicating the average that influences a person's decision to continue watching content.**

Sources:

*TikTok Marketing Science Mexico, BLS Study, October 2023.

**Metrics obtained from TikTok Ads Manager

***Keyword Association, statistical significance at 80%