Kaufland 1M TikTok Challenge
Kaufland 1M TikTok Challenge – Community-Driven Engagement Campaign
Role:
Senior Art Director Client: Kaufland Romania Agency: v8 Year: 2024
Overview:
As Kaufland Romania approached 1 million followers on TikTok, we aimed to celebrate this milestone by engaging the community in a unique and entertaining way. The idea was simple: lock a staff member inside a Kaufland store and have them complete challenges suggested by TikTok users. No prizes, no rules—just pure, community-driven fun.
We initiated the campaign with a video announcing the challenge, inviting users to submit tasks in the comments. From counting all the potatoes in the store to doing push-ups, the staff member took on a variety of amusing challenges, all documented and shared on TikTok.
My Contribution:
As Senior Art Director, I led the visual and creative direction of the campaign, ensuring that each piece of content was engaging and aligned with the brand's identity. My responsibilities included:
Visual Identity: Developing a cohesive and vibrant visual style that resonated with the TikTok audience.
Content Direction: Overseeing the production of challenge videos to ensure they were entertaining and visually appealing.
Community Engagement: Designing interactive elements that encouraged user participation and fostered a sense of community.
Performance Optimization: Collaborating with the media team to utilize In-Feed ads and Spark Ads for maximum visibility.
Impact: The campaign was a resounding success, achieving the following results:
21 million video views in just 11 days.
Double the average engagement rate for Kaufland's TikTok content.
Growth from 970K to 1 million followers without a dedicated user acquisition campaign.
Awarded 'Greatest Branding' at the TikTok Ad Awards 2024.
This campaign demonstrated the power of community-driven content and the effectiveness of real-time engagement strategies on TikTok.
TEAM:
Adina Stănescu - Creative Director
Andreea Siran - Group Creative Director
Eduard Dică - Copywriter
Miruna Cojocariu - Art Director
Alexandra Coancă - Account Director
