Yellow Pages is one of the few medium-sized companies that are already very successfully active on TikTok. In cooperation with the Vibrand Media agency, the industry directory launched two test campaigns on the popular platform in autumn 2020. The process: Selected TikTok creators tell a story that is split into two videos with product placements from Yellow Pages. The first part, the beginning of the story, is posted on your own channel. The user will find the continuation of the story in a second video that will be published on the Yellow Pages channel. So far, 46 high-reach clips with completely different stories have been created.
Dr. Uwe Breier, Managing Director of the Yellow Pages Marketing Gesellschaft mbH, explains: “According to the latest GfK study, 92 percent of people in Germany know us as a trustworthy brand with tradition. However, it is particularly important to us to target younger people and bring them into contact with the yellow pages. With our test campaigns on TikTok, we not only built up followers, but also managed to get the Gen Z target group to interact with the brand. We recorded 181,000 likes, 2,917 comments and 301 shares for the 23 posts on our channel alone. An average of almost 57,000 views and 7,900 likes were achieved per video. That is a great result and shows that we are on the right track with our activities on TikTok. ”Sven Oechler, Co-Founder and CGO of the Vibrand Media agency, confirms:“ Yellow Pages has impressively managed to reach Gen Z. Only start-ups like CookieBros. or lifestyle brands like Mercedes-Benz and RedBull do much better. “
In addition to the rejuvenation of the brand, the Yellow Pages pursues another goal: “We have been a long-term partner to German medium-sized companies and know about the challenges of small and medium-sized companies. With our successful test campaigns on TikTok, we want to encourage companies to try new ways, to be always open to new opportunities and thus to remain interesting for young employees and customers, ”said Dr. Uwe Breier.
The most important prerequisite for a successful collaboration with authentic results is the willingness to embrace new ideas and to give the young artists the necessary freedom. Sven Oechler explains: “When creators enter into a brand collaboration, the goal should be for the brand to enhance the creator’s content. We achieved this as part of our collaboration with Yellow Pages. Numerous videos by our creators performed above average. ”The 23 posts on the accounts of the TikTok artists generated a total of 960,000 likes, 5,881 comments and 2,136 shares. A video was viewed an average of 186,000 times and received almost 47,000 likes.
Content creator Uncle Banjou, responsible for 6 creator videos, about the test campaigns: “What I particularly appreciate about the Yellow Pages is the trust you have in me and my creativity. I was able to implement my ideas without lengthy briefings and restrictions. For me as a creator, artistic freedom is the be-all and end-all. The videos of the other creators are also incredibly entertaining and, in my eyes, the Yellow Pages brand has been accommodated very authentically. For me this is best practice for successful brand awareness. ”Nikokap, teacher and known as the TikTok creatorNicoTheC, adds:“ The TV spots from Yellow Pages are legendary and always made me laugh in the 90s. At that time I would never have thought that at some point more than a million young people would watch me call up the Yellow Pages website in a video. And the spots from the 90s have something in common with my placements on TikTok: The focus is not on the product, but on the story. Debranding and well-thought-out storytelling make cooperation on TikTok successful and the videos interesting for Generation Z. Therefore, the yellow pages in my posts are always part of the story and therefore part of my success. “
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