Case Study: Yandex.Market builds holiday shopping awareness with TikTok for Business

Building awareness for an e-commerce site in Russia as a holiday shopping destination

Yandex.Market worked with TikTok for Business to build awareness for its e-commerce marketplace in Russia and position itself as a top holiday shopping destination during Saint Valentine’s Day, Defender of the Fatherland Day, and International Women’s Day. The challenge was to stand out in a crowded seasonal market and drive people to visit its landing page and TikTok brand account.

TikTok for Business ran a campaign centered on TopView ads, using witty, authentic creative developed with three popular Russian TikTok creators to make the ads feel native to the For You Feed. The campaign exceeded benchmarks, generating 82.3 million video views, 12.9 million clicks, and a 15.8% average engagement rate.

Yandex.Market