CASE STUDY
How Arçelik and OneIngage Celebrated a 70-Year Legacy with TikTok
About
Arçelik is a global home appliances and consumer electronics manufacturer known for its innovation, technology-driven products, and strong international brand portfolio.
Industry
Consumer Electronics & Home Appliances
Company Size
40,000+ employees, operations in 50+ countries
Founded
1955
Challenge
- Communicating the 70th Anniversary: Arçelik needed to communicate its 70th anniversary in a way that strengthened the brand’s innovative and future‑oriented positioning rather than simply celebrating a milestone.
- Reaching Younger Audiences: The campaign aimed to increase relevance among younger digital-first audiences while maintaining the brand’s strong presence in traditional media.
- Creating Cross‑Media Synergy: A key challenge was generating measurable synergy between high-reach traditional channels such as TV and high-impact digital platforms like TikTok.
- Moving Beyond Pure Reach: The brand wanted to move beyond basic reach metrics and demonstrate meaningful brand impact, engagement, and motivation.
Solutions
- Creator‑Led Storytelling: TikTok Branded Mission enabled authentic creator-driven storytelling that connected the anniversary narrative with platform-native content.
- High‑Impact Visibility Formats: TopView and Top Feed placements ensured strong visibility and premium placements during key campaign moments.
- Contextual Content Alignment: TikTok Pulse positioned the brand next to the platform’s most engaging and trending content, strengthening cultural relevance.
- Reach‑Driven Media Planning: A reach and frequency optimization strategy ensured efficient scale while amplifying the campaign’s presence across media channels.
- Measurement & Effectiveness: An Ad Effectiveness study conducted with TikTok and Kantar measured brand impact and quantified cross‑media synergy.
Results
TikTok efficiency
2ND
TV+TikTok synergy
22
%
Motivation Lift
42
%
