Case study
Delhaize
RETAIL, COMMUNITY, TIKTOK
Socialsky helped Delhaize create an engaged community of millennials on TikTok through an authentic and entertaining bilingual content strategy.
Context
Delhaize, a leading food retail brand in Belgium, sought to strengthen its connection with millennials and millennials with children. This generation no longer settles for promotions: they expect brands to bring them value, inspiration and entertainment.
Challenge
Position itself as a Love Brand on TikTok, the platform where this audience spends the most time, while speaking to both French-speaking and Dutch-speaking communities.
TikTok imposes its own codes: authenticity, entertainment, speed. For a major retail chain, the risk is twofold:
- Produce content that's too "corporate" and doesn't resonate with the audience
- Lose the brand's identity by trying too hard to follow trends
Delhaize's objective was clear: create authentic engagement and become a brand that millennials love to follow and that brings value on TikTok.
Solution
Socialsky deployed a structured editorial strategy with a sustained pace of bilingual publications (FR/NL) to maintain a regular presence and feed the TikTok algorithm.
Formats designed to engage
We created content around three complementary axes:
- Inspiration: Creative recipes, cooking tips, daily life ideas
- Infotainment: Playful presentation of new products, interactive challenges, in-store challenges
- Trends & Fun: Participation in TikTok trends adapted to the Delhaize universe
A human incarnation of the brand
Rather than generic content, our team became the face of Delhaize on TikTok. Shoots in-store, humorous sketches, quirky product staging... All with a data-driven approach: we test, we analyze in real time, we adjust.
This "creative lab" approach allows us to quickly identify what works and create content that doesn't look like an ad, but like what TikTok users love to consume. Each community (French-speaking and Dutch-speaking) benefits from culturally relevant content, not just translated content.
Results
Delhaize's TikTok content strategy generated remarkable performance: significant community growth, impressive monthly reach and engagement rates well above the retail sector average.
22K → 47,5K
Followers
5,6M/mois
Video views
1,5 – 2%
Engagement rate