OUIGO

Objective

Established in 2013, OUIGO, the French low-cost train service company, celebrated its 10th anniversary this fall. To mark this milestone, the company sought to leverage the occasion by creating excitement among consumers with a special offer.

OUIGO wanted to commemorate its decade of operation by offering a unique promotion: 100,000 tickets priced at just 10€ each. This allowed consumers to join in the celebration with the brand, facilitated by the possibility of traveling to any destination of their choice at an affordable price.

Solution

OUIGO collaborated with Zenith agency (Publicis Group) to launch a two-stage campaign on TikTok. Recognizing TikTok as the ideal platform to drive both discovery and performance results, the campaign was structured in two stages: a 5-day 'Teasing' phase followed by a 2-day 'Reveal' phase.

During the Teasing phase, OUIGO utilized the In-Feed Ads solution on TikTok, optimizing the campaign for Reach to generate widespread awareness about the promotion. This strategy aimed to maximize the visibility of their offer, ensuring that a vast number of TikTok users were aware of this amazing deal. OUIGO harnessed the platform’s strengths, such as sound, to create momentum with consumers. The campaign's creatives featured the viral TikTok song, the catchy vacation anthem "Nanana", by Peggy Gou.

Subsequently, in the “Reveal” phase, the brand focused on optimizing the campaign for conversion to maximize sales of tickets. They also employed retargeting strategies on the audience from the teasing phase in addition to targeting a winning audience. The brand's creatives were designed to be TikTok native, adhering to the platform's specific codes. For instance, OUIGO used the iconic “eyes & mouth” filter on their trains, combined with catchy music and clear details of the offer, tapping into TikTok's authentic entertainment potential.

This campaign is a prime example that brands do not always need complex or high-budget productions to stay trendy and reach their objectives. Sometimes, adhering to the platform's codes is more crucial to engage TikTok users and generate impactful results.

Results

This campaign proved to be the best anniversary gift OUIGO could have hoped for. It achieved a significant x16 return on Ad Spend (ROAS). Additionally, the company experienced a 33% decrease in their Cost Per Mille (CPM) compared to industry benchmarks. Notably, TikTok emerged as the most profitable platform for this activation for OUIGO.