Grupo Éxito

The objective

A launch campaign with performance objectives

Grupo Exito, a major retailer in Colombia, has found success in physical and online stores. They recently launched a new in-app feature called App WOW to connect with the changing consumer behaviors. To ensure success, they planned a big campaign to make people aware of the app and encourage downloads. In partnership with TikTok, they built an integrated campaign to reach a unique and connected audience. Grupo Exito ran TikTok campaigns previously with Awareness focus, but this time, they added an important layer of performance objectives looking for new users for App WOW, complementing their strategy working on integral business objectives.

Their goal wasn't just to generate new downloads to the app, but they also looked for users with purchase intent through App WOW. 

The solution

Developing TikTok-First content and signal strategy

To consolidate their presence on TikTok, Grupo Exito understood the importance of creative content & signals. They recognized the relevance of tailoring content with TikTok-First landing, looking for entertainment and grabbing the attention of the audience. For this, Grupo Exito worked closely with TikTok Direct Team and using insights from the platform and sessions like “How to TikTok” and “TikTok Playground” they were able to develop the right content for this campaign. 

However, the right creative content doesn’t work by itself, it was only part of the equation. To be sure that they were talking to the right audience across consumer journeys in performance campaigns on TikTok, Grupo Éxito understood that signal implementation was key to success and effectively measured the impact. They worked with TikTok Direct Team & TikTok technical support to ensure a robust signal implementation to allow the company to have insights that helped to provide an efficient App campaign.

The result

Achieving impact across business objectives

Grupo Exito's first performance campaign on TikTok proved to be a resounding success, garnering a total of 4,566 downloads, with a Cost per Acquisition 23% lower than planned. The campaign's efficiency on TikTok prompted Grupo Exito to increase their investment during its course.

The strategic focus on creating TikTok-first content and robust signals implementation, not only attracted a significant number of quality potential clients, but also resulted in a 13% lower uninstall rate compared to all other media platforms included in the campaign. Beyond the primary objective to generate app installs, Grupo Exito's looked for a secondary goal related to purchases inside the app. They successfully achieved this goal, delivering  an impressive Return on Ad Spend (ROAS) of 3x with their TikTok performance campaign.

These results confirmed the efficacy of leveraging TikTok across business objectives, complementing branding goals with performance-driven outcomes, and consolidating TikTok as a significant partner for Grupo Éxito.