VERTIES

The Objective 

Leading German social and influencer marketing agency Intermate Group wanted to attract as many users as possible to the livestream of their VERTIES awards for TikTok creators. The VERTIES awards were created to honour TikTok creators for exceptional content in verticals including food, comedy, fitness, DIY and education.

The Solution 

Intermate Group was the first brand to test TikTok’s Livestream Traffic Solution in Germany. The livestream of the VERTIES ceremony was broadcast on Intermate Group's own TikTok channel (@dailypie.tv), which has over one million followers.

Intermate Group wanted to make sure the livestream was undeniably TikTok, so with reference to the famous Hype and Creator Houses, they set up a diverse and dynamic livestream that saw the ceremony take place in different rooms of a house. Each room was the setting of an award category: the food category took place in the kitchen, the fashion & beauty category took place in the bedroom, and so on. 

The award hosts guided the viewers through the different rooms of this house party, thereby keeping the audience of nearly 10,000 concurring viewers (and 250,500 in total) engaged and entertained. 

The Results 

And the award goes to…! Intermate’s VERTIES campaign was able to reach 3.2 million users in only two hours, with the In-Feed Ad driving approximately 40% of the total traffic. A brand lift study also revealed a 2.3% lift in ad recall. A result that was driven by TikTok native content and a stream concept that fostered a high audience retention. Above that, different brand sponsors and more than 100 of the biggest TikTok creators were able to take part in the event live on site.