Deutsche Telekom

The Objective

Deutsche Telekom is a German telecommunications company providing connectivity to devices worldwide. On TikTok, its mission was to raise brand awareness for MagentaMobil Young contracts, driving interest and engagement within the community.

The Solution

Deutsche Telekom used a mix of ad formats to drive home its objective – combining Spark Ads, In-Feed Ads and a TopFeed Ad into one campaign targeting users under 28 years-old. The aim is to ‘put the record straight’ with Gen Z, highlighting how the contracts are cheaper than you think, after upgrading its data offering for them by up to 50%. Tapping into an existing TikTok trend, the creative revolves around ‘expectations vs. reality’ to debunk cliches of using Deutsche Telekom contracts; from the expectation of a champagne, party life to the real lives of ‘generation social’, from a super yacht to a pedal boat or a posh restaurant to a food truck.

Partnering with popular creators, Deutsche Telekom harnessed Spark Ads to boost truly authentic content into its ad sets. Of course, combined with both In-Feed Ads – sitting natively in the For You feed – and a TopFeed Ad which dominates watch time and appears as the first in feed video a user sees, the campaign had a great mix of awareness and deeper, native engagement. 

The Results

The results brought home the objective, reaching a whopping 6.9 million users in total and drumming up over 450,000 engagements. A brand lift study also showed Deutsche Telekom’s brand association with attractive deals for younger people went up by 4% too, showing how effective the campaign had been with Gen Z within the TikTok community.