Banglalink RYZE · Telecom launch · MBA Bangladesh (WPP Media network) · Head of Digital Media
The brief
Banglalink was launching RYZE, a brand built for young people in Bangladesh, and wanted the launch to land where that audience already spends its time. TikTok was the obvious platform. The challenge was making a launch big enough to register on day one and then turning that attention into something we could follow up on and measure.
What we did
Opened with a TopView takeover. I led the launch with TikTok’s regional team, using TopView, the full-screen ad users see when they first open the app, to put RYZE in front of a very large audience in a single day.
Retargeted on real interest. Instead of treating everyone who saw the launch the same way, the campaign followed up with people who had watched a meaningful share of the TopView video, using short in-feed ads that told the fuller RYZE story. Interest shown in the first ad decided who saw the second.
Made the creative native. The TV commercial was adapted for TikTok through TikTok’s creative partner program, so the launch looked like it belonged on the platform rather than being a TV spot dropped into the feed.
Tracked it end to end. The campaign ran with full attribution tracking, so its performance could be read as more than impressions.
The results
The launch reached more than 26 million people and drew 126M+ video views. TikTok featured it as a global case study on its TikTok for Business success stories page.
What I took from it
Big reach formats are most useful as the first step, not the whole campaign. A launch moment tells you who is interested. Retargeting that group with the next piece of the story is where the reach starts paying for itself.