To celebrate the holidays and position The Bay as an inspiring and exciting digital destination for holiday gift-giving, The Bay partnered with TikTok to bring excitement to the brand's famous holiday windows with an immersive omnichannel approach.
The Bay made a list and checked it twice when designing its omnichannel "Holiday Your Way" campaign to create a unique user experience that blended digital with the physical world. In stores, The Bay put a TikTok twist on its famous holiday windows, with the star of the show being a special branded TikCode that unlocked a branded scan effect—making The Bay the first in Canada to launch a branded scan effect.
The Hashtag Challenge with Branded Effect had close to 1 billion video views, with 196 thousand video creations from 86 thousand creators and an engagement rate of 11.52%. In addition, TopView was a big-time driver in awareness and participation, with 12.6M views and a click-through rate of 3.86%. Meanwhile, In-Feed Ads featuring creator content helped The Bay show up consistently and stay top of mind throughout the campaign, delivering 20.7 million impressions.
