Hallon

The objective

Reaching Digital Natives with Cultural Relevance

As the first Nordic telecom brand to pilot TikTok’s new premium ad offering; TikTok Pulse. Hallon, in collaboration with media agency Dentsu, set out to strengthen brand awareness, preference, and consideration among a digitally native, younger audience.

In a competitive telecom landscape, Hallon’s objective was to connect with consumers in a fresh, culturally relevant way that aligned with TikTok’s entertainment-driven environment. By being early adopters of TikTok Pulse, Hallon aimed to reinforce brand presence and stand out from traditional competitors.

The solution

A Dual-Strategy Approach for Maximum Impact

Launched in May, the campaign combined TikTok Pulse Alpha, a premium inventory placement, with performance-driven Traffic campaigns, ensuring both visibility and conversion.

TikTok Pulse Alpha placed Hallon’s ads alongside the top 4% of trending content on Swedish TikTok, securing high contextual relevance and prime visibility. Furthermore, traffic campaigns ran concurrently to direct interested users to Hallon’s website and convert attention into measurable action.

The creative strategy featured two complementary content types:

• Tactical, non-native assets focused on clarity and performance, delivering direct offers and messaging.

• TikTok-first creatives were designed natively for the platform: leveraging authentic, relatable storytelling formats to better engage TikTok users.

This hybrid approach allowed Hallon to test effectiveness across formats, while placing a strong focus on contextual alignment and premium placement to drive both brand uplift and web traffic.

The results

Strong Performance Across Brand Health Metrics

The campaign achieved its core objectives of driving brand awareness, preference, and consideration, demonstrating the value of TikTok Pulse for telecom marketers:

• +73% increase in View-Through Rate (VTR) for non-native creatives when placed via Pulse, compared to standard Traffic formats.

• +30% (4.5 percentage point) lift in brand preference, showing users were more likely to prefer Hallon over competitors after seeing the campaign.

• +24% (4.7 percentage point) lift in brand intent, indicating users were more inclined to select Hallon as their next mobile provider.

Additionally, significant awareness uplift was driven by Hallon’s adjacency to trending content via TikTok’s Pulse Ad placements. This also contributed to enhanced brand perception, as association with popular, culturally relevant content elevated user affinity and recognition.

Finally, stronger engagement and site traffic was seen, validating the Traffic campaign’s effectiveness in converting attention into active consideration. With this pilot, Hallon successfully positioned itself as a forward-thinking brand ready to meet young consumers where they are: on TikTok, with content that speaks their language.