Kinship looks to TikTok to increase brand awareness & exposure.

Situation.

Before making a plan to include TikTok in our Monthly Paid Media Mix, Pennock decided to conduct a test between Meta Reels and TikTok. Kinship decided to enter TikTok, but wanted to see the performance difference between TikTok and Meta while utilizing the same UGC assets.

Objectives.

Engagement: Determine where our audience will engage

Brand: Increase brand awareness by leveraging another advertising platform

KPI Goal: Exceed 0.5% CTR goal

Our Approach.

1. Before entering TikTok full force, we wanted to test the same UGC assets with the same audience across Meta and TikTok to compare the performance between the platforms 

2. Ensured the only variable was the platform (Meta vs TikTok)

3. Utilized UGC to give an authentic feel, rather than simply showing as an ad, UGC becomes more approachable and believable  

4. We knew that Gen Z was our target audience which led to our interest to test on TikTok where we know that Gen Z has a large presence 

5. Our target audience included Gen Z and we tested skincare interests and another audience based on the avatar we created 

• This avatar included interests such as Yoga, influencers, celebrity gossip, Shopping, as well as specific hashtags that correlate to these interests that our prospective consumer would have

• It is important to think about the consumer’s persona as a whole and target behaviors and interests, not just skincare competitors. However it is important to note that Meta has more targeting options (ie. stores) at this time than TikTok, meaning that we had to alter how we targeted in order to ensure that we would be targeting the same audience on both platforms

 Services Provided.

• Media Planning

• Audience Criteria

• Analysis

• Real-time Dashboard