Driving brand awareness by inviting Canadians to get creative
As one of Canada's most prolific national mobile providers, Fido was looking to raise awareness for its "5 Extra Hours of Data" feature, which gives subscribers five extra hours of unlimited data every month. They wanted to do something unique and utilize a platform that could help demonstrate their new product in a creative and engaging way. The brand aimed to reach non-Fido customers and Canadians who typically spend time researching for the best phone plan before purchasing. The objective was to drive awareness by connecting with new audiences on TikTok.
As Fido's first ever awareness-focused campaign on TikTok, the brand launched a Branded Hashtag Challenge to showcase its 5 Extra Hours of Data product offering in a way that encouraged participation from the TikTok community.
Fido partnered with various popular creators, relevant to each market and culture and invited them to share videos of how they would spend the five extra hours of unlimited data if they had it; from spending time outdoors to watching extra-long videos using their data services, Fido worked collaboratively with these creators and gave them control of their concepts.
A combination of the Hashtag Challenge and In-Feed Ads enabled Fido to provide high-impact solutions that broke through on the platform driving strong view rates and awareness for its new offering.
Fido's campaign saw tremendous success on the platform with the Hashtag Challenge delivering 116.7 million video views and 205,700 video creations. The In-Feed Ads enabled Fido to have a sustained presence on the platform with a reach of 3.6 million and a 15.8% click-through rate. The client also saw firsthand how TikTok can be a powerful awareness and traffic driver with awareness of the offering seeing a 13.9% increase, alongside a 16.5% lift in ad recall, based on a Brand Lift Study.
Fido learned quickly that leveraging creators for its campaigns can help drive tremendous results and engagement.