Driving awareness of Virgin Media Broadband in the UK, and reminding users to ‘Stay Connected’.
TopView, In-Feed Ads
Virgin Media is one of the biggest providers of broadband in the UK, and is renowned for their lightning-fast connection speeds. To help them reach a new audience and generate a buzz amongst digital natives, they came to TikTok to launch an engaging campaign that would remind people of the importance of staying connected.
Virgin Media’s ‘Stay in love, stay connected’ campaign featured timeless stories of romantic connections retold in today’s world. And because this message is so universal, they chose to spread it with a TopView Ad. This premium placement is the first video users see when opening the app, before merging into the first video of their ‘For You’ feed. It offers the largest possible canvas, and occupies the whole screen for an immersive sound-on experience.
From cat selfies, to virtual musical duets, to falling asleep together on a video call, the video depicts dating in the digital era through a series of real-life inspired snapshots, all to the upbeat soundtrack of Carly Rae Jepsen’s ‘I Really Like You’. The irresistible creative also offered a familiar glimpse into the value of staying in touch, and reinforced the importance of getting the most out of your connections.
To boost the reach of the campaign, Virgin Media chose to deploy a series of In-Feed Auction Ads through TikTok Ads Manager. By allowing you to control the costs of your campaign, In-Feed Ads can reach the right audiences for the most efficient spend. All you have to do is set your targets, then let the platform’s sophisticated algorithm find the best way to reach the campaign’s goal.
The Virgin Media TopView campaign over-delivered across all targets, and provided an astonishing level of reach for the brand’s message in the short time it was live. The TopView ad gained more than 21.9 million impressions in just one day – almost 25% above average – with an average video watch time per user of 9.99 seconds.
The In-Feed Auction Ads performed extremely well, generating 22.2M impressions and an average watch time of 6.34 seconds.
The figures recorded in this campaign demonstrate genuine audience engagement, and prove TikTok’s ability to provide an unrivalled platform for brands and their messages.