Proximus: a data-driven always-on approach with organic content on TikTok

To leverage Proximus’ always-on organic presence on TikTok, we developed a data-driven strategy based on both on-platform data (TikTok insights & hashtag data) and off-platform data (search behavior). Together with the brand positioning, this data analysis led to a content approach on 4 content domains: product hacks, gadgets & unboxing, explainers and digital health. We executed and tested this strategy and approach in a pilot project of 8 weeks with the clear ambition of growing the TikTok community of Proximus to 10K followers. After this successful pilot (see results below) we helped to integrate the learnings and needed way-of-working within the business as usual.

Proximus is the largest of three Belgian telecommunications companies and is a provider of digital services, communication, and ICT solutions through both fixed and mobile networks. It accounts for just a little over 45% of the total market share in Belgium.