The Objective
Launched as a small startup in 2007 and now with over five million customers, congstar is an innovative, flexible tariff telecom supplier made for smart and discount shoppers in Germany. In 2019 congstar aimed to reach a new audience of digital natives on TikTok, create buzz, engagement and brand preference, as well as grow its brand profile to facilitate organic communications in the future.
The Solution
The congstar claim is, “You want it. You get it.” – a claim that’s a perfect match for young millennials and Gen Z’ers, who value experiences over things, seek instant connections and are unafraid to show the world their personality. With this in mind, congstar launched an interactive Hashtag Challenge on TikTok for prepaid congstar users in Germany, incentivising participants with the chance to win a 50GB data pass.
The Hashtag Change format is designed to generate mass exposure and engagement by inviting users to create video content under a branded theme, then post it to get likes, comments and shares. congstar created the #dancefordata challenge, whereby users simply needed to post a video of themselves dancing to a bespoke, immersive soundtrack and follow @congstar on TikTok.
To aid discovery, congstar supported its Hashtag Challenge with three different ad types that are included in the package; one Brand Takeover, a Brand Banner on the Discover page and 10x creative variants of In-Feed Ads. All three ad types sent users to one central Challenge page, creating huge reach and the potential to trend or go viral.
congstar also enlisted a handful of popular German influencers on TikTok to launch the Hashtag Challenge and drive followers to the Challenge page. Their dances to a catchy bespoke sound clip – created in-house by TikTok – set the precedent for the type of user engagement congstar was looking for.
The Results
The congstar Hashtag Challenge was a trending success, with over 24,000 participants generating over 81.7M video views and 9.8M interactions. More than 58,000 #dancefordata videos were created and the challenge page received 1.5M+ page views. The Brand Takeover generated an astonishing 20.25% CTR, showing that users were eager to find out more. The congstar brand profile went from 1,700 to 3,200 followers in six days, setting a strong base to communicate and grow organically.
A 50GB data pass? They wanted it. And they danced for it.
