Orange Flex

The Objective

Orange Flex is one of Poland’s most innovative mobile services, offering flexible and affordable subscription-based plans for customers across the country, all fully digital through their intuitive app. To reach more users at a lower cost per install, Orange Flex came to TikTok with a challenge: explain their unique and flexible offer in a way that would not only boost downloads, but supercharge awareness, too.

The Solution

The Orange Flex campaign approach centred around a TikTok-first mentality, creating content for many of TikTok’s most powerful platforms. From engaging TopView ads that offered 100% sound-on exposure while occupying the full screen of all regional users upon launching the app, to TopFeed ads that seamlessly integrate into the organic videos a user sees on the For You feed, Orange Flex embraced the full range of TikTok ad solutions on offer. For every element of their campaign, Orange Flex adopted the best-practice approach of producing content specifically designed for TikTok, featuring real people in relatable scenarios. Details of their service was incorporated organically into the content, making it an integral part of the story and a solution to real challenges – rather than appearing as a traditional ad. Their distinctive and creative videos were then set up in a full-funnel approach consisting of awareness, consideration, and app installation campaigns. Orange Flex also made use of one of TikTok’s latest end-to-end automation solutions – Smart Performance Campaign. Designed to maximise your delivery outcomes with less manual input, Smart Performance Campaign produces multiple creatives and bids for auctions leading to stronger performance, and most importantly for Orange Flex, new installs. In the hope of gaining real, usable insights from their campaign, Orange Flex chose to run a Brand Lift Study alongside their ads. When you run a TikTok Brand Lift Study, we create two randomised groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. We then use a combination of polling and statistical techniques to measure the difference in key performance indicators – like awareness and ad recall – between the two groups, which can be attributed to your advertising.

The Results

The Orange Flex campaign is a perfect example of the power of full funnel TikTok advertising. The systematic approach of their campaign yielded a jaw dropping 52% reduction in cost per install, at the same time as boosting overall downloads more than 100%.

The Brand Lift study confirmed the effectiveness of Orange Flex’s strategy – registering a 16.2% increase in Ad Recall and a 3.5% increase in Awareness. This demonstrates that executing campaigns across the marketing funnel while leveraging the full range of solutions available on TikTok can create truly showstopping results.

Aleksandra Matysiak, Digital Manager at Orange Flex, said: “Orange Flex is a customer-centric service. We listen carefully to our users to understand their needs, the way they communicate, the expectations they have towards brands. TikTok allows us to reach them with engaging, funny and light videos that explain the idea behind Orange Flex and, at the same time, encourage users to download the app. The results speak for themselves.”