Sky Wifi

The Objective

Sky Italia is one of the leading media & entertainment company in Italy. It offers a vast selection of sports events, shows, cinema, documentaries and news. Sky also offers the ultrabroadband Sky Wifi service, optimised for streaming and online gaming. To drive sign-ups for their Wifi service and bundled offers, the client always activates lead generation campaigns aimed at collecting user contacts for contract activation.

The Solution

Sky Wifi in collaboration with Wavemaker Italy, a WPP Agency, unlocked sustainable prospect targeting with Smart+ Lead Generation.

Sky has faced a challenge with maintaining Cost per Lead in ad campaigns featuring broad targeting and was shifting budgets to mostly using Retargeting and Look-alike strategy. To improve campaign efficiency and Cost per Lead and regain momentum with a broad targeting approach, Sky has decided to test TikTok's AI-powered Smart+ Lead Generation solution to scale its prospective audience. The campaign followed platform Best Practices using sufficient daily budget, Cost Cap bidding strategy, 8-10 creatives over the course of campaign. The Smart+ Lead Generation delivered 3x imps on prospect targeting (vs previous broad campaign) achieving a 55% lower CPL, significantly outperforming the manual campaigns on the target.

The Results

TikTok’s AI-powered Smart+ Lead Generation delivered a significant uplift in both scale and efficiency for Sky Wifi. Compared to previous broad targeting campaigns, Smart+ generated 3x more impressions on prospect audiences, enabling the brand to effectively scale prospecting efforts beyond retargeting-heavy strategies.At the same time, the campaign achieved a 55% lower Cost per Lead, substantially outperforming manual setups.By leveraging AI-driven automation to optimize targeting, bidding, and delivery in real time, Smart+ successfully combined scale and efficiency, demonstrating its strong potential to drive incremental growth in lead generation.