Nayoki Digital Marketing Group X ERAZER Gaming (medion ag)

The objective

Leveraging TikTok ad tools with agency partner expertise

Founded in 2004, Nayoki Digital is a leading German performance marketing agency, servicing over 150 clients across FMCG, fashion, beauty, and lifestyle. Priding themselves on customised creative solutions rather than fixed packages, the agency is renowned for its personal approach and adaptability across sectors.

As new features on TikTok emerged, Nayoki Digital capitalised on the platform’s huge growth potential, leveraging its advertising capabilities for a wide range of clients across the sectors they service.

A recent client benefiting from the expertise of Nayoki Digital is ERAZER, part of Medion’s high-performance gaming brand, offering hardware designed to unleash the full potential of gamers and push the boundaries of what their customers are capable of.

ERAZER already has a strong TikTok following of over 100K users, regularly posting content that focuses on trending meme culture, creator-driven storytelling, and gaming entertainment formats. Their main goal with organic TikTok content is to engage their community with trends and humour, and to build relationships with followers in real-time.

Previously, ERAZER had only used TikTok’s advertising features on a limited scale. This campaign marked a shift towards fully exploring the platform’s potential, working closely with TikTok and Nayoki Digital to tap into their expertise and lay the foundations for future tracking.

The main objectives of the campaign were brand awareness, community building, and driving more traffic to erazer.gg (their gaming hub).

The solution

Building community through authentic content and creators

Nayoki Digital’s collaboration with TikTok was rooted in a deep understanding of what makes the platform tick: authenticity, community, and creativity. From the outset, the agency recognised that to truly engage ERAZER’s gaming audience, they had to lean into TikTok’s native behaviours—meme-driven humour, trend adoption, and creator-led storytelling.

To drive this campaign, Nayoki collaborated with creators Mexify, Maxim, HoneyPuu who have existing engaged audiences in the gaming industry. Understanding the need for creative and authentic content, Nayoki leveraged TikTok's popular ad format, Spark ads - a native ad format which uses high performing organic TikTok posts to drive the paid campaign.

With the help of their TikTok account manager, Nayoki Performance were able to quickly react to platform trends and receive direct support on best practices. This close partnership also helped them prepare for future campaign tracking, including gaining early legal clearance to activate the TikTok Pixel in 2025. The campaign also became a turning point in ERAZER’s media strategy, establishing TikTok as a core part of their marketing efforts for the future.

The results

A creator-first strategy which generated mass awareness

Nayoki Digital's strategic, creator-first approach, combined with a strategic use of TikTok's Spark ads, drove over 20,000 Season Pass registrations, proving the power of authentic community engagement. ERAZER’s TikTok following soared to around 100,000 followers, with individual videos reaching up to 2 million views.

Nayoki’s deep understanding of TikTok’s creative landscape was instrumental in turning the platform into a key driver of awareness and engagement. By guiding ERAZER through trend-driven content creation and fostering collaborations with the right creators, Nayoki helped the brand tap into a younger, engaged audience—cementing TikTok as an essential part of ERAZER’s digital strategy.

The campaign also had lasting strategic impact. With Nayoki’s support, ERAZER secured legal clearance for TikTok Pixel implementation in 2025, enabling performance tracking and laying the foundation for future paid activations. The campaign didn’t just deliver results. It reshaped ERAZER’s approach to social media

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.