The Objective
The Giro d’Italia is one of professional cycling’s biggest annual races. To promote the 2021 edition, the race organisers came to TikTok to run an awareness campaign that would capture the hearts and minds of a fresh new audience.
The Solution
The Giro d’Italia campaign made use of one of TikTok’s latest ad formats – Spark Ads. Spark Ads enable businesses to boost their own organic posts or the content of other Creators as TopView or In-Feed Ads placed in the ‘For You’ feed alongside other user generated content.
Available as both auction ads (as was the case here) or reservation ads, Spark Ads possess multiple interactive features, such as the ability to click the “+” sign to follow the account directly or swipe left to visit the profile page, whilst a prominent call-to-action button takes users to an external landing page where they can learn more about the product.
Boosting editorial content from their newly created account, the Giro d'Italia campaign gave users across the Italian TikTok community an up-close-and-personal look at the action from the race – leading to serious engagement and a whole load of interaction. The campaign also made use of popular Italian hashtags (#ciclistiditiktok and #tiraccontolitalia) to create even more resonance around the race.
The Results
The Giro d’Italia campaign used Spark Ads perfectly – boosting key content from their new profile to reach their target audience in a totally engaging way. Generating an astonishing 59 million impressions across the campaign, their efforts were also rewarded with a new follower count of more than 114,000 – creating an incredibly strong base from which to build future campaigns.
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