Bol . gaming x aidem

GREATEST CREATIVE TIKTOK AWARDS 2025

Overall objective

How do you win the hearts of Gen Z on TikTok, a target audience you can no longer reach with traditional campaigns?
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Bol noticed that ATL campaigns were reaching and engaging young people less and less.
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Gen Z explores, shops, and finds inspiration through social media. That’s where they connect with niches like gaming, music, and beauty. Exactly in those domains, where brand preferences are shaped, Bol was hardly visible.
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The challenge: how do you claim a credible place in their world and increase brand preference and purchase intent with an audience that increasingly ignores traditional marketing channels?

Strategy and execution

With the goal in mind, we took a slightly unconventional approach: we created dedicated TikTok accounts based on key domains where we wanted to build visibility and credibility.
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We first launched Bol.gaming, with the goal of truly claiming the gaming niche on TikTok by working with real gaming content creators and tapping into gaming culture as if the account were run by one of their own.
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Later, we launched Bol.finds: a channel where we share real ‘finds’ across various domains to see which ones resonated most, with the intention of eventually launching more dedicated channels, just like Bol.gaming.
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We publish 2–3 new videos per week. First, we let the algorithm do its work. Once organic performance slows down, we give the content an extra push through Spark Ads, allocating more budget to the top performers based on engagement rates and cost per 6-second video view. Videos that perform well in generating followers are also used in community interaction campaigns to further boost follower growth.
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This paid approach not only boosts performance on upper-funnel metrics but also improves our discoverability through TikTok SEO. Every single video is optimized with gaming SEO-related search keywords, which has proven to be highly effective for us and ensures visibility in the consideration phase as well.

TikTok-first creative

The Bol.gaming channel does not exist on other platforms. This is an always-on approach created purely with a TikTok-first mindset.
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In addition, our strategy leverages specific TikTok-native features such as the reply-to-comments feature to directly answer people’s questions, Spark Ads, TikTok Live, and TikTok SEO to increase visibility and discoverability.
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For the content itself, we tap into formats and topics that are already popular on the platform while always staying true to TikTok culture.

Campaign results

A TikTok brand effect measurement in Q2 2025 shows the following:
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Bol.gaming shows a big leap: from no brand impact in Q4 2024 to a clear positive effect on brand preference and purchase intent, especially among younger audiences:
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• Significant positive effect on brand preference (+9) and purchase intent (+7).
• Audience <18: strong increase in brand preference (+13) and purchase intent (+10) → content strongly resonates.
• Audience 18–24: also positive → brand preference (+6) and purchase intent (+10).
• Audience 25+: no effect on preference or intent, but a strong boost in brand awareness (+24).
• NPS: Viewers NPS +33 vs. non-viewers +26 (difference not significant, but still higher).

Other KPI's:

• In 2025, we surpassed 100K followers on bol.gaming and 50K on bol.finds.
• Both bol.gaming and bol.finds channels average 8–12M views per month.
• Both bol.gaming and bol.finds generate 1–2M organic views per month.
• The bol.finds channel shows a positive effect on brand consideration and brand preference, with effects stable compared to Q4 2024.