In September 2025, TCL partnered with 28 creators to launch a targeted influencer campaign at IFA with the goal of generating immediate awareness for the TCL booth and strengthening ties with the creator community in the DACH region.

Over a 10-day period, 50 content pieces were published across YouTube, Instagram and TikTok. The content highlighted TCL’s diverse product portfolio including TVs, projectors, mobile phones, AR glasses and more. Creators from the tech, lifestyle and entertainment sectors engaged their audiences with fresh, dynamic formats that emphasized TCL’s innovative and playful brand character.
The campaign generated more than 1.1 million views in Germany alone and positioned TCL as a fun, forward-thinking and approachable brand. A key success factor was the direct fan interaction at the booth, which brought the brand to life in an authentic and engaging way.

To extend the campaign beyond the show floor, TCL and Well Played Events co-hosted the TCL Creator Afterparty. This exclusive networking event welcomed over 80 creators, executives and partners. The evening featured hands-on product tutorials by TCL product managers, live gaming sessions on the latest TCL TVs including Mario Kart and Tekken, and a relaxed atmosphere that encouraged real connection.

The result was high short-term reach, deeper creator relationships and strong brand perception within the German creator landscape. The activation laid the foundation for long-term partnerships and reinforced TCL’s positioning as a relatable and creator-friendly tech brand.