NOS

The Objective

Leading communications and entertainment group NOS view Christmas as one of the most magical times of the year - and we would be inclined to agree. The brand came to TikTok to generate mass reach and engagement, and show how technology can be of service when it comes to connection and imagination at this special time.

The Solution

NOS worked with Havas and Arena Media agencies to launch the first locally developed Branded Hashtag Challenge with Branded Effect in Portugal, with the following description:

‘Use the Snow Globe effect and participate on the #OMeuNatal challenge. Get into the Christmas magic and show who’s part of yours.’ The magical Branded Effect was activated when the user made two simple gestures, making it accessible to everyone, boosting participation and adding to the feel good mood and spirit of the season. 

NOS partnered with several popular creators to create official videos for the Hashtag Challenge using the Branded Effect, exemplifying how users could participate in the challenge. The creative was completely native to TikTok, showcasing a range of inspiring examples on how to use the Branded Effect. The text overlay wishing the community a Merry Christmas and the joyful Christmas music incentivised people to get involved during the holiday period.

The Results 

The campaign exceeded expectations by combining a thematic Hashtag Challenge with a heartwarming Branded Effect. NOS reached more than 1.87 million people in Portugal with its #OMeuNatal Branded Hashtag Challenge, driving over 33.6 million total video views, while the Branded Effect achieved 36,804 total effect plays and 24,697 unique effect plays, resulting in increased awareness and engagement for NOS during this key season.

You may also like: Telecommunications case studies

Sign up to start advertising on TikTok within minutes

Learn more about TikTok Ads Manager