Deezer

The objective

Deezer, the world-renowned music streaming platform based in France and distributed worldwide, has decided to launch an acquisition campaign on TikTok.

The goal was to generate conversions and increase the number of downloads to their "TryAndBuy" offer, allowing to try Deezer Premium for free for three months, while engaging a community passionate about music.

For this campaign on TikTok to be successful, it was imperative to obtain acquisition costs similar to those of other social networks. This would allow Deezer to confirm that TikTok can be a profitable acquisition channel to include in the media mix of its acquisition team.

The solution

For this deployment, we chose several actors from our Talent Pool and mobilized our film crew to produce ten advertising assets for TikTok. Each piece of content was thought out and designed to encourage users to listen to their favorite artists without ads on Deezer. We used different angles, including acting, facecam and storytime, to create content specifically tailored to the TikTok social network.

Results

The Deezer campaign did very well, generating over 5,683 downloads. The production of ten TikTok ads allowed us to have a wide field of distribution where each one presents a competitive advantage of Deezer (Songcatcher, Translation and Hifi). In addition, the creatives were each able to find their audience, which increased the overall reach of the campaign, where we recorded over 14 million unique views.