CyberGhost VPN TikTok creator campaign

CyberGhost VPN needed to reach a younger audience on TikTok and convert that attention into app installs at an efficient cost, in a category where privacy software is a low-interest utility that has to earn attention against entertainment content rather than rival VPN ads, which makes efficient install acquisition hard. House of Marketers' insight was that tech and educational creators already speak to Gen Z and young millennials in informational formats, a natural fit for explaining what a VPN does and why it matters.

House of Marketers recruited tech and edu-focused TikTok creators whose audiences matched the target demographic and had them explain CyberGhost's value proposition in their own informational style. The creators produced and distributed content on their own channels, focused on the product's encryption, IP masking, content-access and hacker-protection benefits, so the message read as information rather than interruption. Selecting creators by demographic aimed spend at the users the brand wanted to acquire.

Informational, explainer-style content holds attention and carries a product argument more credibly than interruptive advertising, which the agency links to the reported engagement, and anchoring the work to cost per install gave it a performance benchmark beyond views. All activity ran on TikTok. The agency reports 3.5M video views, a 4.3% engagement rate and a $0.52 cost per install. Every figure comes from the agency's own case-study page, with campaign dates, spend, total installs and creator names all omitted, so the results should be read as self-reported claims that cannot be benchmarked without the spend or install volume behind them.