Terna

The Objective

Terna – Rete Elettrica Nazionale S.p.A. is an Italian company that operates in electricity transmission networks.

Terna involved us in an awareness campaign to generate interest and increase visibility, offering a completely new, personalized, and engaging experience, never seen before on the platform.

With this goal we have created the first animated and interactive podcast on TikTok: an innovative project that has made users the real protagonists, giving them the opportunity to interact directly with the narrative development of the story and choose how to continue it. The narrative structure has been conceived in an open and dynamic way, divided into several related video content, to offer different perspectives and possible developments. Each user was able to live a unique experience, guided by their own choices.

Solution

For this special project, for Terna we:

• designed it specifically for TikTok, not simply adapted to the platform, so we used the native comment response feature to link different animated video content and create custom narrative paths
• integrated animated and real-life elements helped create an engaging experience, optimized for TikTok’s pace and visual language
• scouted and managed well-known creators, such as Sofia Viscardi
• managed the adv campaign through native advertising formats, such as Top Feed and In-Feed Ads

Results

This campaign was shortlisted in the TikTok Ad Awards 2024 Italian edition for the Greatest Creative category with this videocase.

We obtained, through Top Feed, Top View, and in Feed ads:

• more than 23M Video Views
• 188K Interactions
• 2,41% Organic Engagement Rate
• -10% compared to the Top Feed’s CPM  benchmark
• +224% compared to the Top View’s Paid ER benchmark
• -11% compared to the Top View’s CPM benchmark
• –70% compared to the In Feed’s Video View 6» Cost benchmark