T-Mobile

Discover how T-Mobile Poland leveraged TopView with Interactive Add-ons to smash benchmarks, achieving a 31% increase in CTR and 50% higher engagement.

4.3 x

higher 2s VTR for Top View vs Standard Feed campaigns (from 11% baseline)

+50 %

higher 6s VTR vs Top View without add-ons

2.83 %

CTR, nearly one third higher than TikTok’s benchmark for Telco

TLDR

Interactive TopView Results

T-Mobile Poland tested TopView with Interactive Add-Ons in end-of-year 2024 campaigns and saw stronger attention and engagement: 2.83% CTR, 4.3x higher 2-second view-through rate than standard in-feed, and a 57% higher 6-second view rate than TopView without add-ons.

Interactive features included SuperLike and Shake Surprise.
The case study notes past performance does not guarantee or predict future performance.

The Objective

Making TopView work even harder

T-Mobile is one of the largest telecom providers in Poland, offering mobile, internet, and digital services to millions of users across the country. The brand is known for strong communication campaigns and a focus on innovation in digital media.

For their end-of-year campaigns, T-Mobile wanted to boost visibility and engagement on TikTok. Working with their media agency, the goal was to make the most of TikTok’s premium TopView format while pushing performance even further.

They set out to test whether adding interactive features to TopView would improve attention, engagement, and efficiency. To validate the impact, they ran multiple campaigns in the second half of 2024, comparing TopView with and without interactive add-ons.

The Solution

Add-ons = add impact

The core of the strategy was TikTok’s TopView format - a full-screen video ad that appears first when users open the app. It’s already a strong awareness driver, but the team wanted more.So they added interactive features like:

SuperLike – letting users engage with content through reactions
Shake Surprise – rewarding users for shaking their phones, creating a fun, gamified moment

By combining a premium format with interactive layers, T-Mobile created a more immersive experience that aligned with their campaign message. TikTok’s scroll-stopping environment and love for creativity made it the perfect match.

This combo wasn’t just creative, it was measurable! The interactive features pushed users to engage more deeply, and the results spoke for themselves.

The Results

Record-breaking performance on TikTok

Adding interactive features to TopView paid off in a big way:

4.3x higher video view rate compared to TikTok’s standard in-feed videos
2.83% CTR, which is 30% higher than the telco benchmark
11% 6-second view rate, a 57% increase over TopView without any add-ons

The campaign didn’t just grab attention - it turned views into action. This approach proved that combining TikTok’s premium placements with creative add-ons drives not only awareness but also real engagement.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.

Your questions, answered

Business Help Center

What interactive features were added to TopView?

T-Mobile Poland paired TopView with Interactive Add-Ons, including SuperLike for reactions and Shake Surprise, which rewarded people for shaking their phones. The goal was to create a more immersive, playful ad experience.

How did TopView with add-ons compare?

Across multiple campaigns in the second half of 2024, T-Mobile compared TopView with and without interactive add-ons. The add-on approach delivered higher engagement, including a 50% higher 6-second view-through rate and a 31% lift in click-through rate.

What results stood out most?

Three results stood out: a 4.3x higher 2-second video view rate versus standard in-feed campaigns, a 2.83% click-through rate, and an 11% 6-second view rate, which was 57% higher than TopView without add-ons.