Carat Ireland and Vodafone have teamed up to launch a campaign to promote Vodafone’s Level Up programme, part of its VodafoneX tariff on TikTok.
Probably one of the most used social media platforms for entertainment during the ongoing lockdown, TikTok has seen its Irish user base swell to 0.87m active users by the end of January.
With this in mind, Vodafone and Carat Ireland 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.
Carat Ireland’s 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.
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, according to Carat, the results were substantial.
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%
“Vodafone is committed to helping young people fuel their future, and it’s now more important than ever that we show our support. With our Level Up campaign, we needed to reach the right demographic on a platform that fit with our brand position, allowed us the opportunity to be creative and innovative with our messaging and that consumers were comfortable interacting with. It was an exciting move for us to advertise with TikTok as they promote creativity and individuality at their core, principles that align exactly with Vodafone X. The results have been extremely encouraging and I’m looking forward to developing a longer-term partnership with the brand,” says Rachael Crawley, brand advertising manager for Vodafone X.
“It’s an exciting time to use TikTok and with more innovative formats coming soon into the Irish market we have no doubt that more advertisers will be getting involved in the latest online sensation,” adds Sarah McNicholas, account manager, Carat Ireland.
