A TikTok Success Story in 4 Months
A well-established brand was growing fast, but struggling to find traction on TikTok. Like many brands, they had experimented with several (sometimes expensive) different approaches in an attempt to connect with a younger, digitally savvy audience. In this article, we'll delve into the success story of scaling TikTok growth for one client through a combination of native content, ambassador collaborations, targeted engagement campaigns, and a globally impactful ad campaign.
Native Content Creation:
The first key to our success lay in crafting content that felt native to the TikTok platform. We understood the unique nature of TikTok's audience – a demographic that thrives on creativity, authenticity, and trends. Our content strategy focused on leveraging popular challenges, using trending sounds, and capitalising on the platform's quirky culture. By creating content that resonated with the TikTok community, we ensured our client's brand seamlessly integrated into the user experience. In simple terms, I call this Respecting the Scroll. Social users today are so connected to their devices, and regularly creating content themselves, that when curated commercial content from brands pops up in their feed it can feel jarring and stand-out in a negative way. I avoid this by working with brands to create content that is true to their brand while also being native to the platform, so that users feel connected with it in the same way that they connect with the content of their peers.
Ambassador Collaborations:
Leveraging the influence of ambassadors proved to be a game-changer in our TikTok growth strategy. We identified influencers and brand advocates who embodied the spirit of my client's brand. These ambassadors not only created authentic content that resonated with their followers but also became powerful advocates for the brand. By tapping into the influencer's established audience, we were able to organically extend the reach of my client's message and foster a deeper connection with potential customers.
Engagement Campaigns with Custom Audiences:
To enhance user engagement and drive brand awareness, we implemented targeted engagement campaigns. Utilizing TikTok's robust advertising platform, I tailored campaigns to custom audiences based on demographics, interests, and behaviors. This allowed us to reach users who were more likely to engage with our content and convert into loyal customers. By continuously analysing engagement data, we refined our campaigns to optimize performance and adapt to evolving trends.
Global Ad Campaign:
Recognizing the global reach of TikTok, we launched a strategically planned global ad campaign. This involved tailoring content to resonate with diverse audiences, considering cultural nuances, and adapting messaging to suit regional preferences. The global campaign not only expanded my client's market presence but also showcased a commitment to inclusivity, reinforcing the brand's image as a global player in its industry.
The Results
Follower growth increased by 45,000
Cost per follower remained under $0.50 for all engagement campaigns
CPM between $6-$8 for all engagement campaigns
3.99M video views (157% increase)