Case Study: Deezer boosts conversions with TikTok for Business premium branding

Shining the spotlight on Deezer’s famous ‘Hits de l’été’ playlist with a branding campaign to engage all music lovers

Deezer, the global music streaming service, wanted to keep pace with TikTok’s evolving ad formats while improving how it measured campaign impact. Working with TikTok for Business, Deezer aimed to understand which premium branding formats could best drive user acquisition and engagement, beyond standard performance metrics.

TikTok for Business ran a controlled multi-cell lift study comparing users exposed to both branding and performance ads against those seeing performance ads only, using TopView, Pulse, and Top Feed. The results showed that premium branding reduced CPIC by 43% and increased key actions in the brand + performance group, including registrations by 70%, add-to-cart by 74%, add payment info by 41%, and app installs by 16%, confirming that branding can significantly amplify lower-funnel performance.

Deezer

Sherina Khalidi

Head of Customer Acquisition and Engagement