fraenk

Objectives

Building awareness and trust on TikTok

In a world where ads vanish with a swipe, how do you make the users not only notice your brand but actually understand their main USP (simplicity) while focusing on entertainment? That was the challenge for fraenk, an app-only mobile provider designed for younger audiences who value simplicity, flexibility, and transparent pricing.

To build trust with potential customers and drive installs, the app-only brand turned to TikTok with an approach tailored to the platform's community.

Solution

Blending premium reach with performance precision and Smart+

To deliver both brand and performance outcomes, fraenk designed a campaign that combined TikTok's most impactful formats into a cohesive, full-funnel approach. A multi-cell BLS was utilized to measure the incremental impact of TopView, TikTok's premium branding format, when paired with performance-driven placements.

One cell combined TopView with In-Feed Ads and Smart+ App Promotion campaigns, while the other ran only In-Feed Ads and App Promotion. This setup created a clear test-and-learn framework, revealing the additional lift TopView provided across awareness, recall, and installs.

Each format played a distinct role in the funnel. TopView maximized reach and memorability as the first video users encountered when opening TikTok, creating a powerful first impression. In-Feed Ads sustained visibility across the campaign, reinforcing awareness while driving efficiency and high video views. Smart+ App Promotion campaigns converted this attention into installs, with TikTok's AI-driven system automatically optimizing targeting, bidding, and creative delivery.

By linking these solutions together, fraenk built a seamless journey that carried users from discovery to app installation.

Results

Transforming TikTok into a full-funnel growth engine

Pairing the cultural impact of TopView with the performance precision of Smart+, fraenk transformed TikTok into a true full-funnel growth engine with measurable results. fraenk achieved a 13.8% uplift in Ad Recall, a 12.6% uplift in Awareness, and a 4.1% uplift in Purchase Intent. These results exceeded TikTok benchmarks and the brand's earlier TikTok campaigns, confirming the incremental power of TopView when paired with Smart+ optimization.

The impact also extended beyond fraenk itself. Fifteen percent of surveyed users said they would consider fraenk as their next mobile provider—highlighting TikTok's ability not only to build awareness but to also influence consumer choice in a highly competitive market.

Overall, the campaign demonstrated how TikTok can simultaneously boost visibility, enhance brand perception, and convert users as part of a single digital marketing strategy.

To learn more or get started with TikTok solutions tailored for your brand, contact our team here.