Meta has published the Bouygues Telecom case study on its Facebook and Instagram campaign from 12 September to 11 October 2024. tigrz defined the media strategy for the Meta campaign. Measured by a multi-cell Meta Brand Lift study, the results show the effect of creative built in the language of Reels.
The objective: brand preference and subscription intent
Bouygues Telecom wanted to build brand preference by promoting the quality and reliability of its network, and to stimulate subscription intent for its mobile offers.
The set-up: a creative ecosystem designed for the format
The creative concept, by BETC, humorously borrowed the codes of the TV crime show: three experts deal with various digital issues as in a police investigation. The Source worked on the mobile-first translation of the concept and created additional Reels content on network quality. tigrz defined the media strategy.
The videos were designed in the language of Reels, following Meta’s best practices: entertaining, easy to understand, rewarding to watch and relatable for the intended audience, in full-screen vertical 9:16 format and within the Reels “safe zones”. Several creative choices strengthened the impact:
- A more captivating hook.
- Images cropped to sit centrally on the mobile screen.
- Colours and fonts closer to the brand identity.
- Text overlays to highlight key messages.
Delivery targeted adults aged 25 to 55 in France across Meta apps: Feed, Stories and Reels on Facebook and Instagram. Delivery was optimised towards ad recall, ThruPlay and landing page views.
Results: a multi-cell Brand Lift study
- 17-point lift in ad recall with creative built in the language of Reels.
- 29% lift in brand preference with creative built in the language of Reels.
- 52% lift in subscription intent with diverse creative built in the language of Reels.
Results measured by Meta over 12 September to 11 October 2024, through a multi-cell Brand Lift study.
What this case demonstrates
For Elsa Chiquello, Strategy Director at tigrz, integrating Reels into Bouygues Telecom’s 360-degree media strategy with creative designed for the placement strengthened the brand’s connection with its audience, and opens new opportunities for innovation and performance.
This is how we work: media strategy, format and creative are designed together, then the effect is measured. See the Bouygues Telecom case, our Media Performance expertise and our approach to effectiveness measurement.
Source: Meta for Business case study, Bouygues Telecom.
Going further. See also our approach to media performance, measuring the real effectiveness of campaigns and the Bouygues Telecom case study.
On the same topic: « Minted AdTech Awards 2025: Bouygues Telecom, Integral Ad Science and tigrz win for a Brand Safety set-up » and « Drive-to-store: when Snapchat makes it possible to measure the real in-store impact of campaigns for Bouygues Telecom ».
Keywords
