Mobifone

The objective

Reaching the untapped potential customer based and building brand impressions to drive sales revenue

Founded in 1993, Mobifone is the first, and one of the largest, telecommunications providers in Vietnam. Having been awarded the nation's 'Favourite Mobile Operator' for six consecutive years, the brand has no plans to slow down anytime soon.

Keen to innovate on its marketing strategy and build brand awareness among a broader audience, Mobifone turned to TikTok to launch an awareness campaign. 

The brand's objective was primarily to reach the untapped potential customer base in the TikTok community, build brand impressions and ultimately drive sales revenue. In November 2021, Mobifone sought to create a TikTok campaign to reach new potential customers and increase product awareness in the region.

The solution

Promoting two new service packages with Spark Ads and Lowest Cost bidding strategy

Mobifone leveraged TikTok's Spark Ads and Lowest Cost bidding strategy in its campaign to promote two new service packages. Spark Ads successfully boosted Mobifone’s videos as In-Feed Ads, while the use of the Lowest Cost bidding strategy enabled the brand to generate the most results with maximum cost efficiency. This two-pronged approach enabled the brand to achieve its impressions, reach and video views goals with ease.

Mobifone also committed to a fresh take on its video ad creatives, which are aligned to the short-form, entertaining and authentic style of the best TikTok native content.

Taking a pithy and humorous approach, the video featured a brand ambassador performing an entertaining live-stream tech review. Focusing on the clear and direct key message,“cheap package – high promotion,” the video aimed to capture the attention of audiences in the region who were largely tech novices.

The result

Reaching 950k people with over 300k 6s video views

In just 2 weeks, Mobifone reached more than 950k people with over 300K 6s video views. Attaining results that exceeded the brand's past TikTok foray by as much as 600%, Mobifone’s use of Spark Ads and Lowest Cost also enabled the brand to achieve its campaign goals in a cost-efficient manner and within a short period of time. Furthermore, the campaign's snappy and entertaining new creative format successfully drove click-through rates up from 2% to 4%. Overall, the campaign was a success in helping Mobifone explore new creative approaches for its ads and reach new audiences.