The proof is in the pudding.
TUI
TUI
TUI
Showcasing the savings TUI offers to new customers, building brand awareness and encouraging holiday bookings.
4.2m
Video Views
+6.7%
Uplift in attitudes
0.40%
CTR
The Objective
Whether it’s families, couples, clubbers or cruise-goers, 6 million travellers choose TUI, the UK’s foremost travel brand, which spans more than 85 destinations across 38 countries and more than 4,000 properties ranging from private villas to luxury hotels. With industry research showing that people remained determined to get away despite economic uncertainty, TUI set out to reach TikTok audiences with content that was both useful and inspiring: budget travel ‘hacks’ for a cost-of-living squeeze.
The Solution
To build awareness and consideration on TikTok, TUI teamed up with ten distinctive Creators, among them The Budgeting Mum and The Travel Bae, to produce a series of money-saving videos. Genuine in tone and shot in true TikTok fashion, this creator-led content proved the ideal carrier for TUI's message across its crucial 'Turn of Year' booking peak, running January to March 2023.
In-Feed Auction ads made sure the messaging reached TUI's core audience. By pairing Video Views with Traffic objectives and tailoring the creative to each, TUI landed its message effectively.
TUI also drew on calls with the TikTok Creator Marketplace team to make the most of the platform, uncovering several promising creators it hadn't previously worked with along the way.
The campaign gave users a clear path to follow in their search for the right holiday, while delivering strong brand exposure among the target audience.
The Results
TUI’s authentic, engaging campaign was a natural fit for TikTok, reinforcing the platform’s standing as the home of the best short-form creative anywhere.
Over the course of the flight, the ads generated more than 4.2 million video views at an average view-through rate of 7.84%. A strong 0.40% click-through rate then drove thousands of prospective holidaymakers through to TUI’s website. On the awareness side, Brand Recall rose by 13.8% and Attitudes by 6.7%, confirming the creative landed as intended and strengthening TUI’s position with its target audience.
Delivering exceptional exposure for both the brand and its products, the campaign exceeded every expectation and demonstrated TikTok’s ability to produce genuine engagement and measurable results.