The French Air and Space Force

The Objective 

The French Air and Space Force came to TikTok to launch a fun and educational full funnel campaign. Firstly, the brand wanted to raise mass awareness for The French Air and Space Force as a place to pursue a career, and secondly the brand aimed to generate high quality leads for recruitment. 

The Solution 

For the first phase of the campaign, The French Air and Space Force, in partnership with Dentsu Public and One Social Team, opted to run a Top Feed in order to reach as many users as possible during the campaign kick off. Top Feed is a brand new solution that allows advertisers to appear as the first In-Feed Ad of every user session. It allows advertisers to customise audiences, predict reach & frequency across the full campaign duration and optimise for secondary objectives. This phase was accompanied by an In-Feed Ad flight, retargeting users that saw the Top Feed Ad. 

For the conversion phase of the campaign, the brand’s objective was lead generation. It ran an A/B test on user journey, whereby some users were led to the brand website to fill in a recruitment form. This was tested against running our Lead Generation solution, encouraging the TikTok community to complete a short instant form, without ever leaving TikTok.

The French Air and Space Force wanted to ensure their campaign creative felt native to the platform. It partnered TikTok creators while also featuring real members of the French Air and Space Force who ensured the video ads were informative and engaging.

The Results

The French Air and Space Force campaign was extremely successful in hitting its objectives. During the first phase of the campaign, the Top Feed and In-Feed Ads led to a reach of over 7.5 million users, with 80% of this reach sitting within the brand’s core target audience. *The A/B test from the lead generation phase, revealed a 91% decrease in cost-per- lead for the in-app instant form, when compared against the redirect to the brand website. To top it off, TikTok contributed to more than 50% of leads in the overall cross-platform campaign.