BODOXXO
BODOXXO
From Convenience Store to Love Story by OXXO.
Turned Valentine’s Day into a community-written love story on TikTok, transforming everyday store moments into cultural connection and driving 163M views, 48M interactions and measurable brand lift.
THE CHALLENGE
For Valentine’s Day, OXXO wanted to move beyond its role as an everyday convenience stop and become part of something more emotional: the real stories happening inside its stores.
THE IDEA
Turn OXXO into the stage for a community-written telenovela. Inspired by real romantic moments people were already sharing from OXXO stores, we invited TikTok users to become the writers, actors and directors of a love story shaped by the community.
Through Branded Mission, people submitted their own stories and helped build the narrative. TopView and boosting amplified the best chapters, while TikTok Live turned the finale into a shared cultural moment: a real-life wedding broadcast live from OXXO.
THE IDEA
Turn OXXO into the stage for a community-written telenovela. Inspired by real romantic moments people were already sharing from OXXO stores, we invited TikTok users to become the writers, actors and directors of a love story shaped by the community.
Through Branded Mission, people submitted their own stories and helped build the narrative. TopView and boosting amplified the best chapters, while TikTok Live turned the finale into a shared cultural moment: a real-life wedding broadcast live from OXXO.
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"Long live the newlyweds! The couple won a contest run by the convenience store chain and got married in 'the most beautiful OXXO store in the country'."
Milenio
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"TikTok was already a space where people naturally shared love stories. We leveraged this to turn the audience into the protagonist through Branded Mission, co-creating the campaign with the community. Rather than delivering a message, we built it together with them, strengthening OXXO’s cultural relevance and driving high participation by making them part of the story."
Alba de León, Digital Marketing Coordinator
OXXO
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"This is how the wedding at the "Oxxo of love" in Veracruz went; Jezzini was the best man!"
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