Auchan

In short

54 TikToks in the channel’s first four months on TikTok

70 million views

across all videos published on TikTok

226K likes

across videos published on the channel

+20K shares

of content that viewers wanted to show to others

+8,888 followers

since the launch of the @auchan.pl TikTok profile

Industry: retail / FMCG

Product: Auchan

Market: Poland

Objective

Build Auchan’s TikTok presence from the ground up and position the brand as current, relatable and present in the everyday lives of younger audiences.

Channels:

TikTok

Scope:

TikTok communication strategy
Developing and testing native content formats
Creating situational sketches and mini-series
Collaborating with leading digital creators
Real-time marketing around key moments and online conversations
End-to-end video production
Ongoing optimisation and performance reporting

The challenge

How can a retail brand that had not previously been strongly present in pop-culture conversations on social media become part of the everyday moments and experiences of young TikTok audiences?

Execution

From the outset, we knew we wanted to talk about Auchan’s offer and product range without making the brand sound like a promotional leaflet. That is why we began by observing what audiences genuinely do, say and experience during their everyday shopping trips.

Auchan became the setting for situations everyone knows: looking for favourite products, making spontaneous choices, family trips to the store or encounters with employees people remember better than their shopping lists 😅

We created a mix of sketches from young people’s everyday lives, mini-series, RTM content and videos featuring well-known creators. As a result, the brand became part of the audience conversation–not as an advertising broadcaster, but as a participant in situations they recognise from their own lives.

We focused primarily on:

the store as a real setting, rather than an advertising backdrop
native formats tailored to the platform’s language
humour and scenes rooted in everyday shopping experiences
creators who bring their own perspective and style to the content
mini-series and pop-culture references
real-time marketing instead of randomly chasing trends
paid support for content with the strongest engagement potential

‍

Example content

EVERYDAY HYPERMARKET MOMENTS

Simple humour, familiar emotions and natural dialogue helped viewers recognise themselves, their loved ones and their own shopping experiences.

8.6M views, over 12K engagements and as many as 933 saves

PRODUCT RANGE AND PROMOTIONS

Practical, shopping-inspiring formats that naturally weave specific products into stories and everyday audience needs.

5.7M views, nearly 7K engagements and over 800 saves

MINI-SERIES AND RECURRING CHARACTERS

Serial-style storylines and recurring characters keep viewers coming back to the channel for the next episode.

420K views and over 600 engagements

POP-CULTURE
REFERENCES

The “Auchannah Montana” format combined a recognisable pop-culture reference with everyday hypermarket life.

440K views, over 19K engagements and 1,301 saves

CREATORS AND THEIR PERSPECTIVE

An individual approach, authenticity and humour helped us create collaborations that did not feel like classic product placement.

570K views and over 1K engagements

REAL-TIME
MARKETING

Fast reactions to key moments and topics shaping social-media culture.

597K views and over 1.5K engagements

AUCHAN’S 30TH ANNIVERSARY

An orchestra in-store, popular creators at the checkout, shopping with influencers and plenty of natural content that brought the brand closer to people.

Results

In just the first months after launching Auchan Polska on TikTok, we built an engaged community, developed a distinctive communication style and created content with viral reach.

70M views

54 TikToks in the first four months after launch

100K profile views

from people interested in the hypermarket’s TikTok channel

226K likes

across published video content

5.6K comments

in conversations with users beneath the videos

20K shares

of content sent to others on social media

+8,888 followers

gained in the first four months after launch

Audiences are eager to comment on our posts, relate them to their own experiences and treat Auchan as part of the conversation—not simply as a source of promotions. With DDOBry content, brands can consistently build meaningful relationships with TikTok audiences 😊

“TikTok does not reward brands simply for being present on the platform. It rewards those that truly understand its culture, can tell a simple story and give audiences a reason to stay for longer. For the Auchan.pl channel, we focused on everyday situations that everyone recognises and found the right language, humour and rhythm for them.”

SANDRA JANKOWSKA

Social Media and Influencer Marketing Specialist, Auchan Polska

“Working with DDOB has helped us turn the everyday reality of Auchan customers into TikTok-native content. From strategy and format development to reacting quickly to platform trends, we work as an agile, collaborative team. The result is a channel that not only builds reach, but gives users a reason to come back.”

EWELINA PAWLAK

Digital Marketing Communications Manager, Auchan Polska

Case Studies

AUCHAN on TikTok

In short

The challenge

Execution

Results

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