Case Study: How precise content strategy and execution boosted Damel Group's Tiktok channel

Over the past four years, Karmina has had the privilege of leading the management of Damel Group's TikTok channel, consolidating it as a strategic asset within the brand's digital image. What started as an exploratory investment in an emerging social network has become a solid platform for communication and organic growth, backed by data, applied creativity and highly coordinated execution. From the outset, the focus has been clear: to build a brand narrative that is consistent, authentic and aligned with TikTok's cultural codes, without losing sight of key KPIs such as reach, engagement, retention rate and community growth.

“TikTok cannot be approached as a traditional network. Success depends on a deep understanding of the logic of the algorithm, but also on how audiences process and engage with the content. It's culture in real time” - Mar Berzal, Content Strategist at the agency.

The strategy developed was structured around three main pillars:

Design of a recognisable content identity, adapted to the tone of the platform.
Agile and experimental production, with constant performance-based iteration.
Campaign analysis and optimisation, with a focus on converting views to active followers.

Our value proposition has been to produce current, entertaining and strategic content. From challenges with viral potential to visual storytelling adapted to the vertical format, we have managed to generate pieces that not only capture attention, but also retain it and convert. “We focus on creating content that doesn't look like advertising, but builds the brand from the emotional and the everyday. The user doesn't want to see an advert, they want to laugh, be entertained, identify with it”. - Laura Felip, Account Manager of the project

Among the milestones:

+3 million cumulative organic views
Viral videos replicated by the community
Sustained increase in retention rate and full viewability
Engagement above the industry benchmark

The key to sustained success has been rigorous operational execution: dynamic editorial calendar, clear approval workflows, optimised production for short formats and monthly performance analysis with actionable reporting. This methodology has allowed us to maintain a consistent publishing frequency, align content with global campaigns and adapt with agility to changes in the TikTok algorithm. The case of Damel Group demonstrates that success in TikTok is not a coincidence, but the result of a well-designed strategy, creativity aligned with objectives and impeccable execution. For four years, at Karmina, we have turned their channel into a real lever for visibility, emotional connection with the user and differentiation in the market.

At Karmina we managed more than 100 projects in 2025 related to social networks, whether in content management, influencers, social ads, photos and videos, use of AI, strategy, training or consultancy, among others.

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AUTHOR

Karmina Team

We are a group of experts committed to helping brands grow through effective digital strategies. With a clear vision and a collaborative approach we offer customised solutions that respond to the specific needs of each client.

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