Plush
How Plush drove a 160% sales lift with TikTok-first creatives and influencer partnerships
The Objective
Time to refresh!
In a highly saturated and competitive telecommunications market, and following a few years of lower performance, Plush sought to gain market share and drive conversions, as well as to reestablish their brand and build brand love. The client's ambitious goals came with high KPIs and required an innovative and out-of-the-box approach to disrupt the market in ways no other telecommunications company had tried before.
As Pawel Lewandowski, Head of Plush, put it: "Ten years after its successful market debut, the brand was slowly becoming a problem for us. Irrelevance for the young audience (which, at least in theory, was our target group) resulted in a steady drop in acquisition. Finally we decided to relaunch the brand. TikTok became our primary communication channel, allowing us to reach a younger audience but also requiring a complete overhaul of our marketing strategy."
The Solution
TikTok-first creatives and premium formats as a magic pill
Plush decided to go all-in on TikTok, seeing the platform as the best place to capture attention, drive engagement, and boost sales. They invested in TikTok-first creative content tailored to the platform’s style, community, and trends. A major part of the strategy was partnering with Łatwogang, a top Polish TikTok influencer. His authentic content and popularity helped Plush build a genuine connection with the TikTok audience, pushing them past 1.2 million likes. To make a bold impact, Plush focused on TikTok’s powerful TopView ad format, creating standout moments that built both brand love and conversions. This was supported with Spark Ads and In-Feed Ads to keep their message visible and native to the platform. They also used a modern, data-driven approach to measure success. Instead of relying on last-click attribution or standard analytics. Plush focused on real sales lift and data analysis, proving that TikTok truly drives performance.
The Results
Most liked telco brand on TikTok – achieved!
Plush recorded a 160% sales increase in post-paid subscription activations in January 2025 compared to the period directly before the campaign. Their TikTok-native strategy helped them earn over 1.2 million likes, making Plush the most-liked telco brand in Poland in just a few months!
This success highlights how building a love brand on TikTok and investing in platform-first communication directly leads to sales growth, engagement, and lasting performance.
People don’t come to TikTok to watch ads. To truly engage and get the brand message across, you need to create content that actually means something to the audience. By taking bold steps and working this way, we quickly built huge engagement around PLUSH. Our brand hero became part of internet culture - and most importantly, it paid off by boosting both brand perception and sales