Swisscom

The Objective

Swiss telecommunications provider Swisscom came to TikTok to run a lower funnel campaign to drive website traffic and promote their new internet subscription and TV deal. The brand also wanted to optimise traffic quality with TikTok's Pixel Developer Mode. 

The Solution

In order to find the best strategy to adopt for this campaign, Swisscom utilised A/B testing to determine whether they should use TikTok native creator content or repurpose ads that were optimised for other platforms.

To reduce cost per conversions the brand created local language versions of their creative in German, French, Italian and English targeted to their relevant audiences.

Swisscom boosted this creative with In-Feed Ads and TikTok Pixel Developer Mode, which enables brands to track website conversions, create custom event rules, enrich conversion data with parameters and grant access to metrics like return on ad spend.

The Results

As campaigns that leverage a TikTok-first approach tend to have more success on our platform, Swisscom’s native creator content achieved a conversion rate *22.7% higher and a cost per conversion rate *19% lower than the non-optimised ads.

Further, the local-language targeting generated a higher conversion rate and 57% lower cost per conversion vs English-language targeting alone.