TikTok has welcomed another year to its Performance Week, an event that shows how the popular platform works to guarantee brands the maximum return on their investments and advertising actions. In the eventTikTok has explained that the 92% of its users perform some type of action after watching a video on the platformand that 37% have purchased something they discovered within TikTok.
TikTok campaigns leave their mark
At the event, the one who was present Theba Lawrence, Sales Country Manager of TikTok for Spain and Portugal, it was also explained that according to the Kantar LinkAI analysis, in which more than 3,500 TikTok ads were measured, it was discovered that ads in the app have a higher performance (between 15% and 20%) compared to other digital and television platforms. This can be detected across multiple metrics, including persuasion (how likely an ad is to generate immediate brand engagement), brand relevance (whether communication points are valued), and playability (how resonant and apply to it are). please make an announcement).
Teba Lorenzo, TikTok Country Sales Manager for Spain and Portugal
Vodafone’s success story on TikTok
Patricia Fresneda, brand director of vodafone He has explained the keys to the brand’s presence on TikTok. vodafone maintains an advertising investment strategy on the platform, in addition to launching campaigns capable of driving discovery and generating conversions of their permanent contract offers. In the campaign presented as a success story, the company set up a series of In-Feed ads in TikTok Ads Manager and launched numerous conversion-optimized campaigns, taking the TikTok community on a tour full funnel.
In terms of creativity, Vodafone made sure to produce the first TikTok assets, using in-app features like text overlays and voiceovers to show how simple it is to become a customer of the telco. When the brand repurposed assets from other platforms, it also relied on TikTok’s Creative Lab team to make sure they felt native to TikTok.
Vodafone used TikTok tools for this, providing its ads with entertainment and creativity, wrapped in the platform’s own language. The campaign achieved its objectives and achieved an ROAS of 18x, taking into account the subscriptions of clients with indefinite contracts of 36 months, and reaching a conversion rate of 14%.
As Patricia Fresneda explained: “Vodafone has innovation in its DNA, and that is the mentality with which we are at TikTok. We have adapted to the new codes of the platform, creating specific, creative and entertaining content, and if there is something we have learned, it is that TikTok generates business. Firstly, because it allows us to be discovered by new audiences, who didn’t know us until now, and secondly, because it converts a large part of those new audiences into customers».
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