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.
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:
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.
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.
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.