Pepephone

The Objective

Pepephone Leverages TikTok to Expand Customer Base and Drive Efficient Conversions in Competitive Telecom Market

Pepephone, part of the MASORANGE group, continues to stand out in the competitive telecommunications sector with innovative and effective strategies. TikTok became the most strategic and effective platform to attract new users and connect with key audiences in the context of online contracting. In an environment where commercial offers are a key factor in a highly competitive market, Pepephone positions itself as a company that remains true to its principles and values, offering no contract commitment. By focusing on online contracting as a primary goal, they prioritized maximizing their impact through platforms that combine creativity and high conversion potential.Their goal was to expand their customer base, attract new users, and drive cost-efficient conversions, while overcoming the limits of a niche strategy to ensure sustained growth and brand longevity.

The Solution

Smart+ Automates Ad Targeting, Bidding, and Creative for Optimal Performance

Thanks to the strategic collaboration between Pepephone and Labelium, a certified TikTok Marketing Program Agency, the brand had the opportunity to be a pioneer on the platform's new automation solution: Smart+. This innovative approach was implemented to replace traditional In-Feed Conversion campaigns, aiming to optimize the Conversion Rate and achieve greater cost efficiency. Enabling machine learning and predictive AI helped achieved their business goals, by turning leaned-in audiences into high-value customers. In particular, Labelium and TikTok implemented Smart+ Web Campaigns driving traffic and lower funnel actions, including sales, on advertisers website.

The choice of Smart+ not only aimed to improve conversion results but also to address the challenge of operating in the Telco vertical, an industry with significantly high CPAs. Smart+ transformed the campaign process by automating audience targeting, eliminating the need for complex ad group structures, and delivering a seamless setup experience. TikTok’s advanced AI optimized creative assets in real-time, driving cost efficiency while preventing ad fatigue with automated budget reallocation.

The Results

Major CPA Reduction and Significant Boost in Conversion Rate

Due to the strategy and implementation, the Smart+ campaign achieved a 58.98% reduction in CPA for conversions compared to the standard In Feed (manual campaigns). Additionally, it delivered a 264.38% increase in Conversion Rate.

Through integrating this AI-powered solution, Pepephone maximized the performance of its advertising investments, reducing costs while maintaining quality in user acquisition. This reinforced its position as a reliable and innovative player in the market, not only adopting TikTok’s advanced solutions but also demonstrating its ability to make them more efficient.