Case Study: MAECI/ITA achieves global brand awareness with TikTok for Business

Increasing brand awareness and reaching a global audience for MAECI/ITA

MAECI/ITA, the Italian Ministry of Foreign Affairs and International Cooperation, wanted to reshape Italy’s image worldwide through the first nation-branding campaign of its kind. The goal was to strengthen the country’s export sector, attract more international customers, and expand the reach of Italian SMEs in global markets, so it turned to TikTok for Business for a global digital-first campaign.

TikTok for Business supported the campaign with TikTok Ads Manager and In-Feed Ads, starting with a teaser phase and then rolling out themed creative that challenged stereotypes and highlighted Italian values and industries. The campaign delivered more than 1.5 billion impressions and 30 million clicks, with a 1.56% click-through rate versus 1.17% on other platforms and CPM that was 42% lower than other social platforms.

MAECI/ITA