Situation.
DedCool is a trending brand in the millennial and Gen Z audience. They wanted to leverage the TikTok platform more but were not confident about the previous agency’s strategic approach (or lack thereof) on TIkTok.
We introduced a full-funnel strategy on TikTok, with a focus on heavy prospecting (reaching a new audience) that resulted in a 234.8% increase in average impressions with only a 39.3% increase in platform spend (comparing 3-months before service vs. into service).
Objectives.
To “establish TikTok as an awareness channel.” (-Source: Client Onboarding Questionnaire)
Our Approach.
We evaluated audience data utilizing Google Analytics, Meta and Google platform, and past TikTok campaign results to identify trends and targeting efficiencies.
We identified 1 core audience with “Perfume/Beauty” related interests and behaviors and introduced 1 test audience including those with “Music & Celeb Interests”.
We allowed this test to run for 30 days to reveal that our test audience (Music and celebs) yielded a better CPM than the Perfume-interest audience.
Because both audiences successfully exceeded past CPMs, we continue to target both audiences. We continue to use this strategy to introduce new product-specific audiences and test other audience markets.
We optimized audience results, and MoM, for CPM and attention rate, introducing and testing interests and hashtags.
Services Provided.
Multi-Channel Paid Media Management (Google, Meta and TikTok)
Creative direction with monthly briefs
Collaboration and promotional multi-channel paid media strategies (monthly or more)
Real-Time Dashboard
Bi-Monthly Reporting and Insights
Key Results.
When comparing the 3-month prior to service with PNK to the 3-months into service with PNK, here is what we found:
+35.42%
in overall impressions while spending 1.79% LESS!
-27.48%
in overall cost per thousand impressions (CPM), showing significant decreases on every channel including TikTok, Google, and Meta
🡱-58.3%
decrease in TikTok CPM specifically. We identified TikTok as the most cost-efficient channel to obtain new viewers ($3.25 CPM average over 3 months of service with PNK)
“You're seriously the best team ever - we appreciate it so much and working with y'all has been amazing! thanks for all of the work that you do!” -Krissy A.
-# of Client referrals over 3 month period: 3
Result & Positive Impact
We were able to increase overall paid media reach by 35.52% while increasing overall paid media ROAS (including awareness + conversion) by 10.7%
We saw an overall 22.4% increase in new site users when comparing the first 60 days of service to the previous 60 days of service.
Our full-funnel channel mix strategy yielded an average ROAS of 3.9x (26% higher than the client goal of 3.0x) for the first 3 months of service.
We were able to maintain the projected business growth goals by maintaining the desired 10-12% MER.
The following visual shows a shift from high cost and low impressions to low cost and high impressions. Service with Pennock began May 1, 2023. This graph demonstrates a rise in cost after the testing period followed by a stabilization and optimization of cost over time (there is a flat line in the graph followed by a cost spike due to temporary downage of ads and the learning period that follows re-launching a campaign)
