Case Study: Optus achieves 29M+ views and 19.6% engagement rate with TikTok for Business

Embodying the TikTok spirit with a fun social distancing dance

Optus, an Australian telecommunications company, needed to reconnect with customers after a difficult start to 2020 marked by floods, bushfires and pandemic lockdowns. Working with TikTok for Business, Optus aimed to stay sensitive to the national mood while being fun and lighthearted, using a Branded Hashtag Challenge to celebrate the lifting of lockdown restrictions.

TikTok for Business helped Optus launch the #YeahWeBack Branded Hashtag Challenge, seeded by popular Australian creators performing a socially distanced "reunion" dance to a Baker Boy track and amplified with Brand Takeover and native In‑Feed Ads. The campaign delivered over 29 million views, a 19.55% engagement rate, a Brand Takeover click‑through rate above 16%, and a reported 69.3% ad recall lift, with strong positive sentiment.

Optus