The Objective
TVNZ OnDemand is the leading BVOD Streaming Service in New Zealand, with hundreds of shows and movies to stream on top of its traditional TVNZ channels. Following the success of a previous campaign on TikTok, the brand was keen to test new ways of connecting with its audience and increase the viewership of its marquee shows.
The TikTok team presented TVNZ with the opportunity to trial Collection Ads to drive interest and ultimately views of its content. Previously Collection Ads had been reserved exclusively for retail brands. TVNZ jumped on this opportunity and was keen to demonstrate the diversity of its content available on TVNZ On Demand.
The Solution
TVNZ partnered with TikTok to test Collection Ads. Collection Ads is a format offering an immersive mobile shopping experience within TikTok, helping brands in the consideration phase of their customers' journey as it showcases the product catalog through a seamless in-app page that drives traffic directly to each respective listing.
Designed to drive an increased click-through rate and bring customers directly to products that interest them, Collection ads are perfect for brands looking to highlight particular items. To adapt this format for the entertainment audience, the team optimised the click-through for video views, and changed the call to action to "Watch Now" to tailor it to this vertical.
Running for three weeks, the campaign creative focused on a popular, locally-produced show called "Kura 2," with the Collection Ads linking through to six other shows. This included popular programs such as "Dr. Death," "Smother," "Reclaiming Amy," "Girls5eva" and "Clarice."
The Results
With entertainment being a focal point of TikTok, the audience for this campaign was predisposed to being interested in this content. This resulted in the campaign being extremely successful as it played into the audience's interests and showed the new content available on TVNZ On Demand that the New Zealand audience was keen to interact with. It not only reached a wide-ranging audience, generating over 3 million impressions, it also engaged the audience with an average watch time per user of 15.35 seconds. Additionally, the campaign delivered a CTR of 0.50% and a cost per click of just $0.42.
