The Objective
At Australian telco amaysim, it all starts with their great-value little SIM, but it doesn't stop there. Driven by their desire to keep the spark alive with consumers, amaysim turned to TikTok to grow brand love and show Aussies that they lead with their heart.
To spread the message that they're all about Big Love, amaysim wanted to tap into the authenticity of TikTok creators. They passed the mic over to users and had them sing a song on how the SIM (a.k.a. the little love machine) helps them feel the love. After all, big things come in small packages!
The Solution
Determined for their message to widely resonate with their audience, amaysim did something that's never been done by a telco brand in Australia on TikTok. They engaged a creator content partnership, briefing three creators to focus on the feeling of finding a telco who treats you right and shows you love. To amplify the reach of the creator content, amaysim leveraged in-feed Spark Ads to boost the creatives in an organic manner.
The creators ran with this idea and created content that was authentic to their personal brands. Aussie larrikins @swag.on.the.beat championed mateship, @nat.alise brought in #MumTok and the struggles of raising kids in the age of wi-fi, and @christian_shay channelled his fabulous fashionista. With each creator coming from a different community, amaysim were able to penetrate multiple audiences and have their message show up in a meaningful way that felt native to the diverse users engaging with it.
These solutions captured full user attention with sight, sound and narrative. To supercharge the delivery of the campaign, amaysim engaged TikTok's Creator Solutions team who supported end-to-end from creator recommendations to briefing and delivery.
The Results
The results? Big, no ... HUGE love! By tapping into creator-led content boosted by Spark Ads, amaysim connected with diverse TikTok communities. This activity, coupled with branded creative across TopView rewarded the telco giant with a whopping 23.8 million impressions, 21.6 million video views and 1.3 million unique clicks.
Not only did they meaningfully grow brand love with a 19.5% lift in ad recall, the creator content drove 100% stronger engagement than amaysim's standard re-purposed creative ads. Even more impressive, their cost per completed view was 27% more efficient than their standard ads, generating more bang for their ad buck.
amaysim put their heart into their "little love machine," and thanks to the TikTok community, they're receiving the love back.
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