Migros Hemen

The Objective

Building brand awareness

Migros Hemen is a Turkey-based grocery delivery service and a sub-brand of one of the country's largest retailers, Migros. To stand out during the competitive Ramadan season, the brand wanted to infuse its mobile app marketing with some creativity. To encourage users to order from its grocery delivery app, Migros Hemen started a Branded Hashtag Challenge using the hashtag #evyemekleri (or #homecooking).

The Solution

Tapping into TikTok content creators to inspire the community

Migros Hemen leveraged the TikTok Creator Marketplace to find the best creators to lead the community in the Hashtag Challenge. The creators posted videos of themselves preparing homemade recipes—from iftar main dishes to mouth-watering desserts. Each video showed the creator using the Migros Hemen app to order their ingredients. This highlighted the wide variety of products on the app, the convenient shopping journey, and quick delivery.

The brand ended up collaborating with 10 different creators to lead the Hashtag Challenge. Migros Hemen used Spark Ads to maximize campaign visibility and amplify the videos' reach. One of the creators they partnered with was Ayyüce Kamit (@ayyucekamit), a popular local chef with more than 420,000 followers on TikTok. Check out her video below.

The Results

Achieving significant engagement at a lower cost

Not only did the campaign achieve a total of 111 million video views, it also attracted 3.6 million engagements from users. The campaign showed how a Branded Hashtag Challenge can bring together a community that has a shared passion (homecooked recipes). Having creators lead the challenge also led to over 10,000 videos created using the hashtag #evyemekleri.

The campaign resulted in a 19% purchase intent lift vs. market norms. Despite Ramadan being a competitive season for advertisers, the campaign saw a 29% lower cost-per-mille (CPM) compared to other platforms.

TikTok Creator Marketplace made it easy to search for creators who have the right expertise and following. The platform also made it easy to brief and manage multiple creators and see campaign insights in real time.

Want to discover the right creators for your own campaign? Sign up for the TikTok Creator Marketplace now.