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Recognised as one of the world’s greatest professional football associations, Bundesliga, approached our award-winning Music, Entertainment & Gaming team to unlock a community of Gen Z users on TikTok.
Our team of TikTok experts were given the challenge to increase brand awareness for the latest ‘Der Klassiker’ (the name given to football matches between Bayern Munich and Borussia Dortmund). Specifically, this consisted of spreading awareness for the match and increasing user participation in DFL’s (Deutsche Fußball Liga’s) TikTok hashtag challenge amongst Gen Z across three global markets including the US, LATAM and Europe.
Furthermore, the competitive nature of the world of sports resulted in Bundesliga identifying one of their key objectives as leveraging TikTok to establish themselves as the leading European football event.
Our Creator Identification technology, part of Bytesights – our award-winning data and insights tool, played a significant role in building our audience-profiling strategy for this campaign. We gathered data-led insights into the most successful influencers on TikTok across a range of verticals including comedy, sports, beauty and fashion. This informed our creative strategy to reach Bundesliga’s target audience.
This allowed us to collaborate with an array of diverse influencers with an extensive audience reach on TikTok to produce content that was native and relatable to their individual styles. In addition, some of the influencers prospected for the campaign had an average engagement rate of 18% which is +4% compared to industry average. For example, check out this video from @barbaracoura, a Brazilian influencer specialising in comedy. Whilst her content isn’t football related, she has amassed a community of over 8 million highly engaged followers.
We collaborated with @barbaracoura to create a spoof of a funny scenario that happened in Brazilian football. This meant that the creative was relevant to a Brazilian audience as well as promoting ‘Der Klassiker’. Finally, we leveraged TikTok Spark Ads to boost some of the best performing content across each global market generating over 10 million impressions.
We successfully achieved the client’s objectives generating a total of 14 million views on TikTok across our organic and paid content. Our data-led approach to the creative strategy for this campaign led to incredible audience engagement results including over 600K likes, 7K comments and nearly 2K shares.
@elischaedouard Who are you supporting this Der Klassiker on April 23?🟡🔴 #DerKlassiker @Bundesliga @FC Bayern @Borussia Dortmund @ESPN FC ♬ original sound - Elischa Edouard
@pieszkovx #reklama #DerKlassiker @Bundesliga @FC Bayern @Borussia Dortmund @Viaplay ♬ OSIEM - Team X
@barbaracoura fiz uma versão que o time perdia agora tá ai de quando ganha KKKKKKKKK e quem você tá apoiando no jogo “clássico“ da Alemanha (Der Klassiker) em 23 de abril? #DerKlassiker @Bundesliga @FC Bayern @Borussia Dortmund @OneFootball ♬ som original - Bárbara Coura
