Vodafone Spain
Driving lifetime value conversions for mobile contracts
The Objective
Vodafone is one of the most popular mobile networks in Europe. The brand came to TikTok for an innovative campaign that would generate conversions of its permanent contract offerings, by promoting its different devices, and became one of the first telco companies in Spain to run a full-funnel nurtured strategy.
The Solution
To hit its objective, Vodafone set up a number of In-Feed Ads on TikTok Ads Manager. Initially, the brand optimised its campaign for traffic to warm up the target audience for a three month period. Following this, it ran numerous conversion campaigns optimised for ‘add to cart’, bringing the TikTok community on a full-funnel journey.
In terms of creative, Vodafone ensured it produced TikTok first assets, using in-app features like text overlay and voice over to showcase how simple it is to sign up to a new contract. Where the brand repurposed assets from other platforms, it also leaned on TikTok’s Creative Lab team to ensure they would feel TikTok native.
The Results
Vodafone smashed its objective, with the campaign bringing in an 18x ROAS for client registrations over 36 month permanent contracts, and a 14% conversion rate.
We wanted to open a new acquisition channel and we choose TikTok because it is one of the most used platforms with the highest growth in the industry. By choosing the right campaign structure and periodically updating our ads, TikTok has become one of our best performing platforms in terms of new customer acquisition.
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