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

The challenge

Create a data-driven always-on approach with organic content on TikTok and run a pilot project following this approach with the ambition to generate 10K TikTok followers in 8 weeks.

Our role

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.

About the client

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.


  • 22K TikTok followers in 8 weeks

  • +220% vs target

  • TikTok engagement rate +275% vs Telco benchmark

  • Organic viral TikTok hit of +1,5M organic views

Key activities

  • Data analysis
  • Creative concepts
  • Content creation
  • Content editing
  • Performance management
  • Digital campaigning

What our client has to say

Tim Colman Head of Digital Communication at Proximus

Digipolitans made the difference

Thanks to Digipolitans’ proposal and plan of action we were able to launch our TikTok strategy in a matter of weeks. The combination of data-driven creation and a multidisciplinary team were key in delivering on the 10K follower challenge.

More info about this project?

Contact Jarno to learn what data-driven TikTok content marketing can do for your business.