Challenge

During a time when people are trying to keep busy and entertained, and with many of us getting involved in online quizzes or attempting to perfect banana bread one online platform that was seen to be increasing in popularity and has become a key source of entertainment during this time was TikTok. As of January 2020, the Irish market had recorded 0.87M Monthly active users many of which being the highly sought-after youth target.

Solution

On the topic of home entertainment, Vodafone saw an opportunity to open their Level Up platform to all 18 - 25-year-olds as a source of up-skilling for students. The Level Up platform is part of Vodafone X’s current tariff which has a range of online courses available, ranging from graphic design to learning how to set up a freelance business. The main goal for this Vodafone campaign was to drive awareness to the 18 - 25-year-old audience and with TikTok exploding in the youth market the two looked to be a perfect match.

Results

Vodafone opted for the Top View format which ran on TikTok for a period of 24 hours. As TikTok was only emerging into the Irish market this resulted in Vodafone being the first brand to advertise on TikTok in Ireland and the results were astonishing.

The campaign delivered over 1.7M impressions, giving an over delivery of + 199% of estimated impression volume. The CTR outperformed with a result of 21% and Vodafone also saw engagement results of 22%