Tigo

The objective

Activating a new platform in the market

Tigo is one of the leading telecommunication companies in Guatemala. With the opening of the advertising opportunity of TikTok in the market, Tigo was eager to capture their engaged audiences with an interest in technology. Focusing on their business objective of obtaining new clients, Tigo set the objective of lead generation.

This campaign had a special focus on families, inspiring them to improve their internet quality, and providing better speeds and accessibility for all family members and their needs. Together with their TikTok client team, Tigo mapped out a winning strategy.

The solution

Allowing space for the platform to optimize

Understanding that TikTok had an audience base that they were not reaching on other platforms, Tigo set out to launch their first campaign with a broad targeting approach. They kept a large age range but, in order to capture relevant audiences, they also focused on users with interests in the internet and technology.

For their creative content, Tigo leveraged campaign content that would be amplified on other platforms, with small adjustments to the TikTok communication style.

This campaign had a direct objective of generating leads. Therefore, Tigo used the native lead generation form within TikTok, for a more seamless user experience, which was also connected to Tigo's CRM platform. Their open targeting strategy, along with their connection to their CRM, allowed the platform to optimize based on their most qualified potential audiences. This meant that the platform showed ads to users not only interested in their product and willing to fill out the lead form, but also the users most willing to purchase.

The result

Generating results beyond leads

Tigo's success on their first TikTok paid campaign was significant. Throughout their amplification, they saw a decrease in their cost per qualified lead by 50%. Understanding these results, and analyzing campaign performance throughout the duration, Tigo's marketing team started to shift investment over to TikTok, capitalizing further on their efficient results. This led to an increase of 50% of investment on the platform against what was initially planned.

Nevertheless, the most impactful result that TikTok brought was the efficiency of their leads. The leads brought by TikTok translated in more sales than other platforms by 116%. That is, not only was TikTok able to bring more cost efficient quality leads, these leads also translated in more sales.

With a fruitful first TikTok campaign, Tigo will continue to leverage this connected audience to drive brand results.