Carrefour
Testing and optimizing the campaign with creators to boost in-app sales
The Objective
Get more people to the Carrefour app
Carrefour is a multinational network of hypermarkets and supermarkets founded in France in 1959 and present in Brazil since 1975. But did you know that, in addition to their physical stores, the company has a complete app to buy online and receive products at home?
The company came to TikTok precisely with the goal of reinforcing its presence in the community and taking more people to meet and buy in this app. After all, there they find an easy and affordable shopping experience, as Carrefour always wants to offer. See what we helped the brand build.
The Solution
Tests and more tests (with a little help from creators)
Right off the bat, Carrefour's goal wasn't exactly to focus on the app. The idea of the market network was actually to bring people from TikTok to the website. And that's how the brand's presence started here: with ads about offers, promotions and discount coupons to encourage the community to go to the on-line market.
But even switching the goal from traffic to conversions, creatives did not fall into the graces of users, because they were not thought of in the language of the platform. To get around it, we had to rethink. And this is what the brand did together with us, adopting a test and learning strategy – or LAB method, as it is called internally at Carrefour – to understand what worked best.
The first step was to change the goal again, to see if the creatives had more effect in campaigns for the Carrefour app. The advantage here is that the brand could count on customer bases that it had already registered with AppsFlyer, a TikTok Marketing Partner for measurement. From them, you could start retargeting and reach people who had already shown interest in Carrefour before.
And it started off good! With a little help from the automatic creative optimization, ACO, which makes the campaign prioritize the creatives that give more results, this change of route began to bring more installations of the app. And not only that: it also started to generate sales and bring a good ROAS. That's what made Carrefour move on and decide to devote more time to boosting TikTok as a sales channel for their app.
The next step was to get on the creative side of things. In order not to be left alone in TikTok's non-native-looking pieces, the network began working with content creators. The idea was thus to speak more the language of the community, which helps the brand to be better accepted and generates more favorability and trust in it.
The first test was with one of the most famous creators on the platform, Xurrasco, dancing in a Carrefour store and still offering a discount coupon for the app. That couldn't go wrong, right?
The Results
Turning TikTok into a sales channel
If the plan to focus on the app started working, the change in creative strategy made it bring even more results to Carrefour. In just three months, TikTok's entry into the media plan yielded a 29% increase in revenue captured in the app via media. In addition, our platform increased the capture of new users to the application by 11%. And all with a very positive return, 3X higher than the average of other channels with display and video formats.
Success has a lot to do with the creative and co-creation. The video made by Xurras was an absolute success, for example: driven by Spark Ads as an in-feed ad, the publication had more than 3 million views and a click-through rate (CTR) more than 50x above our last benchmark.
The numbers have far exceeded initial expectations, and show how important it is to test and tweak your campaign – both in media and creative strategy. Thus, TikTok works to make your results take off!
Basically, we used the LAB method as soon as we entered TikTok, applying test and learn with validated adjustments and with speed. This made our results scale very efficiently. In addition to the contribution of all areas in the project, the business, brand and creation teams were essential.
At the moment we are looking for partnerships like the one TikTok brought us, with an agile, data-driven and result-focused methodology. These main factors along with a multidisciplinary team (data, performance, brands and TikTok) collaborated with the success of this campaign. For the near future, we want to continue to evolve and innovate, bringing more and more new solutions to increase our sales. I can already say that TikTok can no longer be missing from our media plans.
The integration between the Carrefour team and the TikTok Creative Lab team was truly a mark. We changed our briefing mindset and immersed ourselves in the content in a native, fluid and light way, speaking the same language as the creators and giving them a lot of freedom while co-creating. We also revisited our content structure, ensuring CTAs from the beginning to optimize our objectives. The result was content that didn't look like 'advertising', bringing entertainment and a very positive effect on engagement with the brand.