Between May and July 2025, we executed a two-phase influencer campaign for TCL that seamlessly connected awareness, interest, and conversion. The goal was to establish the new TCL TV models C7K, P7K, and A300 Pro in the market, highlight the cashback offer, and drive impact across all stages of the funnel.
The first phase, the MediaMarkt Cashback Awareness Campaign in May and June, focused on reach and brand visibility. With 25 creators and 50 content pieces across YouTube, Instagram, and TikTok, the campaign generated 3,161,117 views and an average engagement rate of 5.3%. Short-form content in the tech and entertainment segments drove clicks and interactions, while long-form videos primarily built trust. As a result, TCL significantly increased brand presence, achieved strong interaction rates, and tripled search volume compared to previous years.
The second phase, the Prime Day Activation in July, shifted the focus to mid and bottom funnel performance. With 14 creators and 28 content pieces, it delivered 1,649,500 views and an average engagement rate of 2.65%. CTRs remained in the upper single digit range, especially for TikTok and Instagram Reels with a clear call to action. Long-form integrations showed high viewer retention and trust building, while short-form formats became the strongest conversion drivers, generating 28 organic conversions alone, an exceptional result for products with long purchase cycles. The home décor segment performed particularly well, as design and pricing messages resonated strongly.
Key highlights included an optimized platform mix, YouTube long-form for information and trust, TikTok and Instagram short-form for engagement and clicks, CTRs in the upper single digits, double digit engagement in top placements, and direct conversion proofs from both organic and paid content.
Conclusion: With a consistent creative approach, precise audience targeting, and data driven optimization, we delivered a campaign that turned reach into measurable impact, from first brand touchpoints to final purchase decisions.
