Success story
relevanC leverages TikTok to boost category sales for Unilever and AB InBev
TikTok has emerged as a powerhouse in the world of advertising, capturing the attention of both consumers and brands. In Latin America, where TikTok has taken off with incredible speed, relevanC, the retail data tech provider for groupe Casino, has been leading the charge in innovative advertising strategies. According to recent data, TikTok's reach in Colombia exceeds 27 million active users and in Brazil, the 3rd largest user of TikTok, there are over 99 million subscribers. Now, the company is bringing its expertise to France, ushering in a new era of data-driven campaigns on the platform.
A Different Kind of Engagement
What makes TikTok so appealing to advertisers? It's not just the platform's massive reach. TikTok connects with consumers in a unique way, catching them in moments of relaxation and entertainment. This presents an entirely different opportunity for engagement compared to traditional online platforms.
"TikTok allows brands to meet consumers where they are, in a relaxed and receptive state," explains Luciane Luza, AdOps Specialist at relevanC Brazil. "It's about creating content that fits seamlessly into their TikTok experience, rather than interrupting it."
"relevanC's unique approach to TikTok advertising, combined with GPA’s first-party data, allows us to close the loop between online engagement and offline sales... "
Ricardo Alves, eCommerce Media Manager, AB InBev Brazil.
Data-Driven Success in Brazil and Colombia
relevanC has harnessed this potential in Brazil with GPA Ads and in Colombia with Exito Media, using two distinct approaches:
Video View Campaigns: These campaigns prioritise watch time, targeting users who are most likely to engage with longer videos. The key is to create content that captivates and holds attention from start to finish.
Reach Campaigns: These campaigns are designed for maximum exposure, aiming to engage as many shoppers as possible. Here, the focus is on grabbing attention instantly with bold branding and a compelling hook.
Both approaches rely on first-party data, which is a first for Colombia. By linking online behaviour with in-store purchases, relevanC can create a precise feedback loop, refining its targeting and maximizing results.
In Brazil, two brands, well known for engaging their customers via innovative social media campaigns, were early adopters of relevanC’s solution.
Unilever, owners of high-profile brands such as Omo and Dove, has a strong Latam presence in Home Care, Beauty and Personal Care, and Food and refreshments. They were quick to spot the benefits of leveraging TikTok, a social platform with enormous reach and combining it with GPA's high-quality first-party data.
"Using this approach based on proprietary data allows us to truly understand what attracts consumers," says Pamella Dias, Media Manager at Unilever. "In partnership with relevanC, we are seeing a direct impact on our brand building and sales. We are very happy to share some of the results achieved in the campaign, where online category sales have tripled."
AB InBev, known for iconic beverage brands such as Corona, also recognised the opportunity to amplify reach while benefiting from the closed-loop reporting that relevanC’s approach provides.
"relevanC's unique approach to TikTok advertising, combined with GPA’s first-party data, allows us to close the loop between online engagement and offline sales. This has enabled us to optimize our campaigns in real-time and drive significant growth with a ROAS of 14.4." - Ricardo Alves, eCommerce Media Manager, AB InBev Brazil.
The Future of Retail Advertising
As TikTok continues to evolve, so too will the strategies for advertising on the platform. But one thing is clear: data-driven campaigns, like those pioneered by relevanC, are here to stay. The ability to understand and target consumers on a granular level will be essential for success in the ever-changing landscape of retail advertising.
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