3 Denmark

The Objective 

3 Denmark is a mobile and connectivity company providing communications across 11 countries. Leveraging the buzz of the iPhone 16 launch, 3 Denmark sought to ensure their presence on Danish TikTok captured users’ attention and positioned them as a go-to choice for new and existing iPhone buyers. What’s more, 3 Denmark hoped to capitalise on their campaign by driving long-term relationships through relatable, TikTok-first content. 

The Solution 

3 Denmark kicked off their campaign with a brand awareness push. To make sure their campaign grabbed the attention of their target audience, they deployed one of TikTok’s most impactful platforms: TopView. The TopView ad placement is 100% sound-on and occupies the full screen of all regional users upon launching the app. The native feel of the ad placement perfectly complemented the campaign’s creative, and helped to generate some astonishing click-through figures for the short duration it ran. 

An interactive ad followed, boosting engagement with the Shake Surprise feature. This interactive element encouraged users to shake their phones, revealing orange 3 Denmark logos and Apple icons that then faded to unveil 3 Denmark's website and pre-sale offer. This gamified interaction created a fun experience and drove users directly to 3 Denmark's site.

In the last phase of the main campaign, 3 Denmark ran an In-Feed ad campaign optimised for reach. This targeted users who had shown interest, combining tactical creatives with TikTok-native content that showcased the new iPhone’s unique features and sparked engagement. 

Then to wrap it all up, 3 Denmark collaborated with Dentsu to produce content that showcased the brand’s offer – keeping 3 Denmark top of mind amongst Danish users while building strong and long lasting relationships with existing and potential customers. 

The Results 

The campaign perfectly blended brand awareness with always-on content to achieve some incredible results. By deploying add-ons across their campaign, the brand observed an impressive 5.3% click through rate for the TopView, far higher than benchmarks. A 51% 2s view through rate was also above benchmarks, proving genuine interest in the content from the target audience.

These results demonstrate that combining TikTok’s impactful placements with strong TikTok-first creatives successfully captured attention and drove traffic during a key moment. The lift in brand favorability among Danish consumers also highlights the value of an audience-first approach and great content. Those who saw the campaign not only engaged with it, but it also made them like 3 Denmark more as a brand. And to top it all off, the TopView was the leading source of traffic to 3.dk on campaign day.

Silvija Jevtic, Social Media Manager, 3 Denmark, said: “In a time when everyone is competing for users' attention, we chose to test the TopView format to deliver content that not only captured users' attention but also engaged them during a strategically important period for us as a telecom company. The TopView format played a crucial role in embedding our other content in users' minds and creating cohesion across our content on TikTok – something that was also clearly reflected in the results of our Brand Lift Study.”