The Objective
Deutsche Telekom is one of Germany’s leading telecommunications providers. The brand came to TikTok to raise mass awareness for its fiber optic offering and its network expansion across the country.
The Solution
Deutsche Telekom opted to run a Top Feed Ad in order to reach as many users as possible during the campaign kick off. Top Feed is a brand new solution that allows advertisers to appear as the first In-Feed Ad of every user session. It allows advertisers to customise audiences, predict reach & frequency across the full campaign duration and optimise for secondary objectives.
The Top Feed Ad was accompanied by Spark Ads and In-Feed Ads, appearing natively in user’s For You feed.
Deutsche Telekom kept the ad creatives totally entertaining and engaging, explaining the facts around its network expansion in four different videos, while ensuring it’s "Ohaaaaa" sound featured in each of the clips to create campaign recognition.
The Results
The Deutsche Telekom campaign was extremely successful in hitting all of its objectives. When the average watch time per video was compared against benchmarks, the brand saw a whopping 97% increase. A brand lift study also revealed a 50.9% lift in ad recall, proving just how entertaining and memorable the ads were. To top it off, Deutsche Telekom received 24,000 new TikTok followers during the campaign period.
