EE + Galaxy AI: Business Unleashed

GroupM

Client: EE Business

EE Business faced a significant challenge in breaking into the B2B market, where it was traditionally seen as a consumer brand. Competitors had well-established relationships with small business owners, and conventional advertising methods weren’t making an impact. Recognising that small business owners were increasingly turning to TikTok for practical advice, we shifted our approach from traditional, product-led marketing to creator-generated content (CGC) that felt authentic and useful.

Our objective was to position the Galaxy S24 Ultra, powered by EE’s network, as an essential tool for small businesses while keeping cost-per-acquisition (CPA) under control. Embracing TikTok, we created a community-driven campaign featuring real entrepreneurs using the device in daily operations, focusing on efficiency and real-world impact rather than specs.

Partnering with Vidsy’s network of 22,000 creators, we produced 45 unique TikTok videos targeted at small business owners, using interest-based targeting and authentic, unscripted content.

The results exceeded expectations, with a +486% increase in sales and a 49% lower CPA, reinforcing EE’s position as the network of choice for small businesses.