LEROY MERLIN

Planting success: How LEROY MERLIN grew on TikTok

In just three months, LEROY MERLIN went from almost invisible on TikTok to the most-followed brand in its category.

The Request

How do you turn a DIY retailer into TikTok’s go-to garden expert?

For LEROY MERLIN, we had just 7 days to craft a native-first strategy that blended entertainment with expertise - making the brand the #1 destination for every plant, balcony, and backyard in Greece.

The Goal

Position LEROY MERLIN as the leading garden and balcony authority on TikTok by building an engaged community, driving preference, and boosting visibility in a competitive DIY category.

The Challenge

Launching in just one week meant producing content fast, with limited budget, multiple locations, and established TikTok players already owning the space.

To break through, we leaned into two insights: people trust peers over ads, and most competitors weren’t making platform-native content.

Our Solution

We swapped “always-on” for “always-in,” becoming TikTok’s friendly garden buddy.

Platform-native content: Advice that felt like it came from a peer, not a brand.
STAY–PLAY model: Mixing educational consistency with playful trend-driven content.
Four content pillars: Educational, Product, Inspirational, and Extroverted ensured variety and relevance.
Creator activation: Extended LEROY’s 360° campaign with “Grasswalk”, a playful creator activation that brought garden expertise to life in a TikTok-native way