Deutsche Telekom

Kick it like Deutsche Telekom

Deutsche Telekom (@deutschetelekom) is Europe’s largest telecommunications provider.

MagentaTV is part of Deutsche Telekom's product portfolio. The TV and streaming service provides millions of households in Germany with top-quality entertainment in HD, on-demand content and access to a wide range of popular partner services.

Goal

Deutsche Telekom was the official partner of the Euro 2024 broadcasting every single minute of match time via MagentaTV.

It was keen on strengthening its position as the go-to brand for the tournament. The goal was to stimulate immediate engagement momentum strengthening long-term brand awareness and increasing MagentaTV subscriptions.

Strategy

Aligning multiple agencies, projects, and objectives within a cohesive game plan, the brand executed a holistic TikTok campaign strategy. It showcased its offerings very authentically: with high-quality football content featuring creators who truly resonate with the TikTok community.

The strategy was rolled across 3 pillars, each with a different focus.

• Exciting football content established and solidified the connection between the brand and the tournament.

• MagentaTV was placed in the spotlight as the go-to platform for streaming the tournament.

• To engage younger audiences, the brand’s linear TV programming was enhanced with dynamic TikTok livestream episodes hosted by creators. This intelligently bridged the gap between traditional broadcasting and Gen Z content consumption habits.

Its full-funnel approach leveraged a diverse mix of ad products. This featured high-impact videos delivered to users on opening the app via TopView. Top Feed assets took the first slot in the feed.

Further videos with native look and feel were placed in the users’ “For You” feed as Spark Ads. They leveraged video views and traffic as objectives boosting the best-performing assets further to increase view-through rates and product sales.

TikTok Pulse made sure the assets appeared alongside the top 4% of user-generated content for maximum contextual relevance. No fewer than 22 livestream campaigns pushed the daily TikTok live show into user feeds in real time.

A test & learn approach generated valuable insights to further fine-tune media planning and creative strategy. The brand further expanded its creative arsenal by tapping into TikTok's remix content package via TikTok Creative Exchange (TTCX).

Results

This innovative approach not only linked Deutsche Telekom inextricably with Euro 2024 excitement. It also deepened its connection with a younger, digital-first audience. The impact was evident across both long-term brand recognition and more immediate business KPIs.

A multi-cell Brand Lift Study showed exceptionally high increases for brand awareness (+2.2%) as well as ad recall (+7.7%).

Throughout the campaign lifecycle, Deutsche Telekom recorded 226 million video views with a reach of 18.2 million viewers.

Its @magentasport account grew from 380,000 to 504,000 followers. For the same campaign, ad group, and audience, the average watch time for creator content saw an uplift of 33% vs. TVC ads.

Content watch time for its TTCX campaign assets soared by 40.33% compared to other creatives.