Case Study // Prysmian
When our long-standing client Prysmian tasked us with expanding their social presence, TikTok was the least likely platform for a brand known for cables. Yet, it presented the perfect opportunity to test the short-form video platform’s capabilities.
organic views in a year
followers
likes
Starting with a bold strategy, we launched 12 initial TikTok videos. These videos focused on factory processes, behind-the-scenes content, and humorous takes on cables and the industry. Our aim? To show the impact TikTok can have when used strategically. Mixing funny and casual content with informative videos, we wanted to capture the attention of younger professionals.
If it’s boring, they’re going to scroll. We found that by combining humour with educational content in a light-hearted way was the most
effective strategy for retaining viewers and keeping them engaged. The approach meant information was more digestible and entertaining.
We found that users on TikTok resonated with content that felt human. High-production videos are out, and casual, unpolished videos are in. To connect with the viewers, the content needed to feel natural, like there was a person behind the brand. Creating a deeper understanding of Prysmian’s products and company values through relatable videos was the way forward. What happens when people start to relate to a brand? They engage. Viewers became genuinely curious, asking questions about the machinery and processes. This evoked a wave of comments and interactions, and the perfect opportunity to respond back with more videos.
In addition to organic content, we also supported the creation and scheduling of ads within the TikTok platform. Like the organic content, the ads showcased Prysmian’s core values in a humorous and creative way. Standout ads were the parody of “You wouldn’t steal a car” anti-piracy ad, with a cable twist: “You wouldn’t use a cable that’s not Prysmian” which grabbed attention as it tapped into a familiar cultural reference. Another popular ad played on double meanings with “How do you strip?”, cleverly highlighting the ease with which Prysmian cables can be stripped. By using playful language, people didn’t feel like they were watching an ad. The video felt native to their feed and meant viewers were engaged for longer.
TikTok is a powerful platform that can be leveraged by almost any brand. The combination of engaging TikTok videos and playful ads helped Prysmian break through and be heard by a younger audience. Demographics showed that 41% of all viewers were from the age bracket of 18-24 and 34% were from the age bracket of 25-34.
The campaign’s success went beyond just hitting the desired audiences, reaching thousands of users, generating 19K profile views, and creating active conversations about Prysmian. The ads also entertained whilst driving home key product messages, which also enhanced Prysmian’s credibility too. What started as a 12-video experiment quickly translated into a successful evergreen organic campaign.
By creating fun, engaging content mixed with informative messaging, we enabled Prysmian to build a relatable presence on TikTok that resonated with both trade installers and young electricians.
