How we won a TikTok award with Colruyt
A TikTok-first end-of-year campaign that strengthened brand preference across Belgium and delivered award-winning upper-funnel impact.
The challenge
The end-of-year period is one of the most competitive moments for retailers. Consumers are under time pressure, faced with endless choices and often overwhelmed by the stress of holiday planning, especially when it comes to groceries.
Colruyt wanted to increase the number of customers who choose the brand as their preferred store for end-of-year shopping. The ambition went beyond short-term activation. The goal was to strengthen brand preference by being present early in the customer journey, inspiring shoppers along the way and supporting them during the busiest final days of the year.
On TikTok, this required a completely different approach. The challenge was to translate a national end-of-year campaign into content that felt fully native to the platform while reaching both Dutch- and French-speaking audiences across Belgium.
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Our approach
We built an outside-in end-of-year strategy that followed the consumer mindset throughout the holiday journey. Instead of relying on media planning alone, we aligned our content with how people think, feel and behave leading up to the holidays. TikTok was central to this approach, not just as an amplification channel, but as the platform where the strategy came to life.
The campaign unfolded in three TikTok-native phases. Early on, we focused on presence and reassurance, positioning Colruyt as a reliable partner through organic content, Spark Ads and Top Feed placements. As preparation took center stage, the focus shifted to inspiration, activating the TikTok community through reply-with-video content, a bilingual AR effect and collaborations with Belgian creators, sparking over 200 organic user-generated videos.
In the final days before the holidays, content became practical and supportive. Interactive Add-ons and Story ads guided users through last-minute choices around budget, time and cooking skills, while community reactions were repurposed into traffic ads to drive confident visits to Colruyt’s website. Trusted creators amplified the festive message across both language communities throughout the campaign.
We create content that naturally integrates into any feed. From original productions to repurposed content for always-on strategies or targeted campaigns, we manage everything in-house.
Don't miss out on social commerce. We help you create strategies tailored to this goal while expanding into in-app shopping opportunities (beta), creator partnerships, content creation, and distribution.
TikTok and Reels have become the new Google. With younger generations using these platforms for discovery and solutions first, our mission is to capture their attention precisely where they're looking.
We build social strategies focused on short-form content. From comprehensive TikTok strategies to specialized approaches for creators, shopping, advertising, etc. — whether in an always-on context or for specific campaigns — we’ve got it covered.
We actively engage in conversations with your audience to understand their needs and preferences, fostering a deeper connection while staying reactive to cultural movements.
From defining strategy and budgets to media planning and execution, we ensure your distribution is spot-on when it comes to short-form advertising.
Match and manage, that’s what we do with creators for your brand from start to finish. From small creators to large audiences, and from product-focused UGC packages to brand ambassadors, we handle it all.
We manage your presence and content distribution across multiple key platforms.
We build social strategies focused on short-form content. From comprehensive TikTok strategies to specialized approaches for creators, shopping, advertising, etc. — whether in an always-on context or for specific campaigns — we’ve got it covered.
Imagine thousands of people creating with your brand. That's exactly what’s possible with our co-creation and social AR campaigns. We've organically reached millions, generating over 50,000 pieces of user-created content for brands.
Creative is the new targeting, especially when it comes to advertising assets. We create both ongoing and packaged ads, custom-tailored to align with your business goals.
The impact
The campaign delivered exceptional upper-funnel results, clearly surpassing benchmarks. Through TikTok’s Brand Lift Study, we recorded a strong uplift in ad recall, with an increase of 10.8 percent among Dutch-speaking users and 18.9 percent among French-speaking users. As a result, one in three people within the audience remembered the campaign, placing it well above the EU benchmark and confirming the strength of the TikTok-first creative approach.
The impact went beyond awareness. One in two respondents indicated they planned to shop at Colruyt within two weeks, proving that the campaign successfully translated attention into genuine consideration.
In terms of scale, the campaign reached 1.35 million unique individuals, covering 57.82 percent of the total applicable audience. The content generated 25 million views, including 2.26 million focused views, supported by 35 creative assets tailored specifically to TikTok.
The combination of strategic insight and TikTok-first creativity set a new benchmark for end-of-year retail communication and was rewarded with the TikTok Award for Greatest Branding, recognizing its innovative campaign strategy and exceptional upper-funnel results.
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