MySports x Brain & Heart Communication

The objective

Boosting awareness for a popular Swiss sports TV channel

MySports TV is the home of ice hockey in Switzerland, engaging viewers with fast-paced games and intense emotions, and celebrating ice hockey as an integral part of Swiss culture. Their TikTok channel, @mysports_ch, is followed by over 21K loyal sports fans, who engage with the behind-the-scenes content they share. The brand primarily posts ice hockey-related content, featuring recurring formats such as short-form interviews, documentaries, and fun, engaging, and educational content.

Public interest in hockey peaks in the hot phase of the season - the National League playoffs. MySports wanted to take advantage of this phase of maximum interest to position itself as the first port of call for ice hockey streaming.

At the same time, they wanted to attract a younger, digitally savvy audience - a target group that feels at home on TikTok. Working with their social media agency Brain & Heart Communication, MySports sought to launch a high-impact campaign to capture the full attention of the Swiss market at the start of the playoffs – with the primary objective of maximizing visibility.

The solution

Creating massive impact with TopView in 24 hours

To strategically capitalise on the hype around the National League playoffs, MySports relied on an attention-grabbing combination of creative content and strategic ad tools. On March 4th, 2025, MySports utilized TopView to promote the start of the Swiss ice hockey playoffs for just 24 hours. TopViews provides users with a full-screen, high-impact experience immediately upon opening the TikTok app, creating an unmissable moment, and this was especially impactful for true hockey fans.

The Sports Channel launched an exclusive offer, where users could watch the playoffs for free when subscribing to the annual plan – presented to their audience through one of TikTok's highest-impact advertising formats, Top View.

The ad featured thrilling hockey replays paired with a concise, clear message promoting free access to the Swiss National League playoffs and was produced by Monami via TikTok's Creative Exchange (TTCX) based on a brief from Brain & Heart Communication and MySports. To ensure that the message reached the right people, the campaign used broad targeting across Switzerland, allowing TikTok’s smart algorithms to deliver the ad to the most relevant users. Top view also allowed the channel to leverage retargeting audiences to further optimise the short-run campaign's success.

The primary objective was awareness, with KPIs including Reach, Impressions, Video Views, Video Through Rate, and clicks.

Given the short campaign duration, no split tests or learning campaigns were utilized. The content strategy focused on capturing attention for the ice hockey playoffs and strengthening brand association with MySports in a short-run, but highly impactful, campaign.

The results

Outstanding awareness in a short campaign period with a high-impact strategy

To strategically capitalise on the hype around the National League playoffs, MySports relied on an attention-grabbing combination of timing, creativity and attractive added value.

The strategic use of the TopView ad at the start of the playoffs paid off. MySports achieved an impressive reach across the entire Swiss market. Their offer unfolded its full effect thanks to the clever strategy, prominent placement and strong creative realisation - and hit the mark with the sports-loving TikTok community. In just 24 hours, it reached over 710K TikTok users, generating more than 2 million impressions.

However, the true success came from the quality of the content and the effectiveness of the high-impact ad format. The video garnered a +136% increase in completed video views, a +69% increase in average playtime per video view, and a +269% CTR compared to previous MySports campaigns. Besides, the campaign outperformed the benchmarks (official TikTok benchmarks for TopView Ads in the Sports sector across Europe) with a 34% higher CTR and a 9% better 2-second Video View Rate.

Through the success of this campaign MySports have learned that with TopView Ads and TTCX, visibility and retargeting can be maximized with creative platform-native content that fits the platform and the brand.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.