C&A
Using TikTok's co-creation power to increase sales in physical stores
The Objective
More customers in physical stores
C&A is a long-time advertiser on TikTok. The brand not only has campaigns on commemorative dates, such as Valentine's Day and Christmas, but also creates its own moments of connection with the community. But in addition to generating awareness and more online sales, the retailer understood that it also needed to take a step further in measuring and monitoring a KPI that wasn't previously on its radar: the impact of our platform on purchases made in physical stores.
An early test with our Offline Conversions API had already proved TikTok's potential to move pointers in the physical world as well. And that was the challenge the company faced in the second half of the year. With the launch of the spring/summer collection almost upon us, which is one of the highlights of the season, C&A was looking for a way to further boost business results on TikTok. And again, not just online, as offline was also catching on.
The Solution
Top Hits in the stores
The mission to bring more customers into stores through a TikTok campaign was far from impossible. According to a recent Logan study, our platform is capable of generating a 2.9x higher lift in visits to the physical stores of advertising brands. The question was really just “how to do it.” And the solution we suggested to C&A was to stimulate the creative power of our community with a Branded Mission.
With a Branded Mission, creators follow some guidelines given by the brand to produce their own videos and upload them to the official page. The best performers are boosted by the advertiser, amplifying both the reach of the message and the creator's content.
In C&A's case, the way of getting the community out of the house was to create a challenge of creating outfits in the brand's physical stores. All you had to do was go to one of their stores, create an outfit and post the process and result using the official hashtag #tophitscea.
To promote the Top Hits mission, C&A recruited four creators: @jessicafidelixofc, @natimatias_, @raqueljmendes, and @Val.quiriav. The videos they made and posted on their accounts were promoted in the Top Feed format, which made them appear on the first advertising space in the feed, right after the first three pieces of organic content.
The aim of the format was to bring the mission to as many people as possible and thus launch the trend. Support came later with In-Feed Ads, via Spark Ads, bought by auction to keep costs under control. Wunderman Thompson carried out all the media work for C&A's campaign.
The Results
Top Hit in sales, too!
And guess what! The community really did leave the house to build their looks at C&A. The Top Hits mission was a real hit, no pun intended. The results speak for themselves: the Hashtag Challenge had a unique reach of 13 million people and more than 71 million video views. What's more, it marked a tremendous improvement in results compared to the early test the brand had done to measure the offline sales generated by TikTok.
The Branded Mission promoted alongside Wunderman Thompson helped reduce the cost per full payment, increasing both the conversion rate and the average offline ticket. All this resulted in 12.55 ROAS – 11x higher than the combined ROAS of the first test. See how harnessing the creativity of our community and co-creating with creators can improve your business results on TikTok?
This partnership has been intensifying month after month, and we reached the end of 2023 with a rounded and very integrated strategy, connecting the content, media, influencer and the entire TikTok team. The focus on joint plans, as well as the engagement of multidisciplinary teams alongside the Media team, such as Content, made the difference in achieving results. Also noteworthy is the infrastructure reinforcement such as data capture and measurement, which certainly give us the certainty that even stronger results will come in 2024.
TikTok played an important role in our strategy to generate flow and lift for C&A stores. A Branded Mission enabled the platform to mobilize the community of content creators who, with their own language, gave us excellent results in terms of reach, engagement and brand recall.