MediaWorld

The Objective

MediaWorld, the Italian leader in consumer electronics, belongs to MediaMarktSaturn Retail Group, the first European retailer in the field.To promote Microsoft’s Windows 11, the two brands collaborated on a TikTok campaign that would not only raise awareness, but drive engagement and traffic for the product.

The Solution

MediaWorld and Microsoft did not have the capacity to produce native TikTok content, so instead, they utilised TikTok's Creative Exchange program to collaborate with TikTok Creative Marketing Partners to source creator content. The program can enrich your campaign with innovative ideas and creative insights, ensuring your message remains at the forefront of TikTok's creative landscape to foster a dynamic and engaging brand presence.

For this collaboration, the two brands worked with TikTok marketing partner agency We Are Era to produce a suite of six videos with two creators that focused on the versatility of Windows 11. The creative was crafted to drive traffic, with a focus on generating landing page views for MediaWorld.

The Results

The first co-branded activity created through TikTok’s Creative Exchange program, MediaWorld and Microsoft’s Windows 11 campaign performed incredibly well. By choosing to create native video content through the exchange, the ads blended seamlessly into the TikTok ecosystem – generating a huge level of interest amongst the target audience. More than 1 million video views at 6 seconds were recorded, with over 300,000 clicks, proving the effectiveness of a TikTok-first approach. Plus, 40,000+ likes and 500+ comments showed a genuine level of engagement with the content. 

Elisa Selvarolo, Partner Marketing Executive EMEA at Microsoft, said: “Thanks to the TikTok Creative Exchange program, we had the opportunity to delve into the vibrant and native storytelling of TikTok. The Windows 11 campaign exemplified Microsoft's commitment to innovation, not only in terms of products and solutions but also in its approach to content creation. With a focus on Gen Z, Microsoft continues to lead the way in the tech and engagement industries.”