Brandao
About The Company
Tivoli is an amusement park in Copenhagen, Denmark. The park opened on 15 August 1843 and is the third-oldest operating amusement park in the world.
With 4.6 million visitors in 2017, Tivoli is the most visited amusement park in Scandinavia and the second-most popular seasonal amusement park in the world after Europa Park. Tivoli is also the fifth-most visited amusement park in Europe. It's located in downtown Copenhagen, next to the Central rail station.
The Challenge
Tivoli's goal with this campaign was to spread awareness about their summer festival to potential ticket buyers and show POV perspective of how good it feels to enjoy the Friday concerts at the park, building great memories with your friends there. This event, called Fredagsrock (or "Friday Rock", in English), brings some of the biggest artists in the music industry to perform a concert every Friday.
The Strategy
To achieve the company's goals, several partnerships with influencers were done on both Meta and TikTok. In these platforms, those influencers would post videos showing their experience there, from the excitement of getting ready to go, to sharing what it feels like to be there in the crowd.
The campaigns were divided into two age groups. The 1st group was between the ages of 13-34 and the second group was between the ages of 35-64, so we could better understand the differences in behavior between the two.
On both platforms, the brand awareness objective was used, so the platforms would optimize to show the ads to people most likely to remember them (which is decided by the algorithms based on several data points they have in each user).
In the campaign settings on Meta, it was selected an option called partnership ad, while on TikTok the equivalent option select was spark ads. In both of these options, the ads are actually coming not from the company's page itself, but from each individual page of each creator. This strategy made the ads look native or, in other words, made them not look like ads.
One the the company's goals was to learn which platform would bring the best results: Meta or TikTok. Therefore, both platforms received the same amount of budget.
Results
It was concluded that TikTok was the platform with the highest click-through rate (3.3x more than Meta), and a CPC 2.1x lower. This important learning was crucial to help decide how the company will allocate budget for advertising campaigns in the future.
By using partnership ads and spark ads Tivoli had an edge when it came to getting people to watch the ads for longer, with an average of 18.5 seconds of watch time per person. This highly engaging campaign reached almost half a million of users in Denmark and had an impressive average watch time of 18.24 seconds per person on TikTok, with a CPM 3.3x times lower than the average for the brand.