The global telecommunications industry was pegged at $1.74 trillion in 2019 and is expected to grow at a CAGR of 5% between 2020 and 2027. With 5G connectivity coming in its potential to transform the world, the telecom sector is going to be one of the most profitable industries in the next few years.
However, rapid innovation and advancement have led to increased competition within the industry. High expectations and abundant choices mean that customers don’t need to rely on one player. This has made it imperative for brands to try new tactics to stay relevant within the industry in order to acquire new clients and retain older ones.
Fortunately, there are several platforms that brands can leverage today for better business outreach. One such platform is TikTok, which was used by these three following telecom brands for enhanced brand awareness and customer acquisition.
1. Partner
Leading Israeli telecom company Partner was about to launch its new 5G network and wanted to make the most out of this event by connecting with the digital natives.
Their Objectives
While their TV campaigns were already on, they were also looking for an innovative solution which they could use to make major inroads into their most lucrative consumer base i.e., the digital natives.
Approach & Solution
Partner sought to showcase to their customers the benefits of upgrading their network from 4G to 5G with the slogan “Hello Future”. For this, they created a TopView ad and recreated a nostalgic and popular Israeli song. They used the song’s lyrics to describe the 5G world.
They translated the song into a trendy TikTok style dance and encouraged their audience to join and interact with its bespoke music. Since TopView Ads cover the entire screen, they gave Partner adequate visibility when people opened the app.
The Result
The TikTok campaign delivered a massive exposure for Partner with 4.3 million impressions and reached 1.1 million unique users in a day. Also, the TopView ad redirected the audience to Partner’s TikTok account. As a result, their followers on TikTok surged by over 7,300 in just about 24 hours.
2. Swisscom
Popular Swiss telecom company Swisscom wanted to reach out to a young audience and devise a new communication strategy for the same.
Their Objectives
Swisscom sought to reach out to the Millennials and Gen Z audience and boost its brand awareness amongst the younger generation.
Approach & Solution
Since TikTok is incredibly popular among the younger consumers, Swisscom decided to team up with the platform to reach out to their target audience.
Their brand campaign played on the idea of being “ready” for life, the future, and the digital world. They used this as their creative vehicle and also launched two TopView Ads, which were instrumental in catching the viewer’s attention quickly.
They also led with a visually striking and playful creative, which paired an apprentice and the boss against each other and answered questions about their digital media consumption. The opening line “Who’s readier?” also highlighted the campaign message quite clearly.
The Result
The TikTok campaign delivered impressive results for Swisscom with their TopView Ads generating more than 3.3 million video views. Also, they garnered a fantastic engagement rate of 19.09% and a high click-through rate of 18.55%, which showed the younger generation’s appreciation for the Swisscom ads.
3. Optus
The year 2020 had begun on a very challenging note for Australia as the country had been ravaged by calamities from floods, to bushfires, and COVID-19 lockdowns. So, Optus wanted to lighten the mood through its marketing campaign.
The Objectives
Optus sought to create brand awareness by staying close to its customers in a way that was in line with the sensitivities of the national mood and was also fun and light-hearted. Its first #NewInterns campaign was immensely successful and Optus wanted to replicate its success in its Branded Hashtag Challenge by celebrating the lifting of lockdown restrictions.
Approach & Solution
Since the campaign was both sensitive as well as light-hearted, Optus decided to partner with TikTok, which has both these elements.
It kicked off the #YeahWeBack challenge, which was started by popular Aussie TikTok Creators, who invited users to perform a “reunion” dance routine with their loved ones. The video showcased the practice of social distancing against the soundtrack of a catchy song sung by the indigenous Australian rap artist, Baker Roy.
The campaign provided support to the community and reminded them to smile and laugh, which provided them with the strength to scale through these tough times. Also, Optus leveraged the Brand Takeover format to amplify the outreach of its #YeahWeBack campaign.
The Result
The TikTok campaign generated more than 29 million views, which made the #YeahWeBack Branded Hashtag Challenge a major success in Australia. The campaign videos had a massive engagement rate of 19.55%. Also, the Brand Takeover placement had a high click-through rate of 16%.
Bottom Line
TikTok has undoubtedly emerged as a highly effective marketing platform. However, using the ad formats efficiently can be tricky and it’s all about how well you figure out their usage. Rest assured; quality content that resonates with your target audience would definitely help you achieve your marketing goals without much difficulty.
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