Optimizing Ad Spend By Going Where The Target Market Likes To Spend Its Time (confidental)
At the onset of the 2020 pandemic, one of the largest skincare brands in the US, known in particular for acne-fighting products, saw an opportunity in the potential of the social media app, TikTok, as a viable platform to engage the brand’s target audience: teens and young adults.
OUR STRATEGYUsing TikTok for Business, we launched TikTok ad campaigns for the brand’s target market in the 13 to 17 and 18 to 34 demographics.
- Build a continuous optimization cycle to find the highest performing ad creative and target audience.
- Create and test custom and lookalike audiences based on the TikTok pixel engagement.
- Conduct dozens of back-to-back split tests within the first 30 days in order to significantly cut costs and efficiently scale our ad campaigns.
With over 800 million monthly active users, TikTok is a social media platform that can’t be ignored. The popular app gives young adults and teens a platform to create engaging content while allowing brands to reach a desired demographic and boost brand awareness.
As TikTok exploded in popularity, the brand realized its target demographic made up the majority of the app’s users. The brand approached JungleTopp to help leverage TikTok to reach its target customers and increase brand awareness.
The variables we tested were:
- Mobile devices
- Lookalike audiences
- Different creatives
- And more
Strong early results proved platform viability
The results for June and July showed TikTok as an effective new platform to reach the brand’s audience, with engagement numbers rivaling established platforms like Facebook. This proved that TikTok ad campaigns give the brand another viable advertising opportunity.
Sharpening our approach to a new advertising opportunity
As one of the first brands and agencies to utilize TikTok’s self-serve advertising platform, we relied on our agility to quickly learn how to optimize and scale targeted TikTok ad campaigns. Using our approach of testing different audiences and ads, we were able to find the right target audience, bring costs down, and increase sales.
Double the clicks at ⅔ the cost
Social media advertising has been largely dominated by Facebook and Instagram, but the investment in TikTok stretched further. In just one month, we more than doubled Facebook’s impressions and clicks with significantly less ad spend.