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Hatch Communication
CASE STUDY – Leveraging TikTok’s Advertising Capabilities to Drive Conversions and Achieve Remarkable Results

In today’s competitive digital landscape, converting interested users into loyal customers is the key to long-term success for any brand. This case study explores how our client, faced with the challenge of reaching and engaging their target audience, successfully utilised TikTok’s game-changing advertising capabilities to achieve remarkable outcomes.

With a focus on increasing brand awareness, driving traffic to third-party retailers’ websites, and capturing the attention of teens, young adults, and parents of teens, our comprehensive solution aimed to maximise the brand’s advertising potential and deliver significant growth.

By leveraging TikTok’s immersive and creative environment, we developed compelling influencer video collaborations that fostered authenticity and resonated with the target demographic. The implementation of this solution led to outstanding results, surpassing set targets and propelling the brand towards its desired goals.

Objective

The objective for our client was to convert interested users into loyal customers, ensuring long-term success.

  1. Increase Brand Awareness (Reach)
  2. Increase Traffic to 3rd Party Retailers’ Websites (Link Clicks and Landing Page Views)

Target Audience

Teens, young adults and parents of teens.

Challenges

Firstly, with Meta platforms, tracking landing page views to 3rd party retailers is impossible, limiting the ability to measure campaign success and optimise performance. Secondly, the brand lacks its own e-commerce store, making it crucial to utilise TikTok’s game-changing capability of driving landing page views directly to 3rd party retailers.

A key challenge has been reaching an engaged male audience, as previous efforts have fallen short in capturing their attention and driving conversions. Addressing these obstacles was essential to maximise the brand’s advertising potential and attain significant growth in key areas such as reach, 3rd party retailer traffic and conversions.

Solution

Enhance brand visibility and achieve impactful outcomes on TikTok by utilising its powerful advertising capabilities. The approach was straightforward: To overcome challenges and attain optimal results, we implemented a comprehensive solution that capitalised on TikTok’s robust advertising capabilities.

Our solution primarily focused on increasing brand visibility and driving impactful outcomes on the platform. By leveraging TikTok’s immersive and creative environment, we developed engaging influencer video collaborations that were both compelling and localised.

These collaborations aimed to foster authenticity and resonate with the target demographic, offering a unique opportunity to convert interested users into loyal customers. This, in turn, contributes to the brand’s long-term key performance indicators (KPIs).

The Conclusion

The successful implementation of the solution led to the brand achieving and surpassing its set-out targets. The brand experienced significant improvements across various metrics when compared to the targets.

  1. Increase in Reach: The brand exceeded its target by achieving a 101.5% increase in reach.
  2. Increase in the number of retailer link clicks: The brand surpassed its target with a 171.6% increase in the number of retailer link clicks.
  3. Increase in the number of retailer landing page views: The brand achieved an 81.4% increase in the number of retailer landing page views, surpassing its target.
  4. Decrease in the cost per 1000 people reached: We successfully decreased the cost per 1000 people reached by 66.5% compared to the target.
  5. Decrease in the cost per link click: We significantly reduced the cost per link click by 275% compared to the target.
  6. Decrease in the cost per landing page view: We reduced the cost per landing page view by 45% compared to the target.

 

Since the brand previously only ran Meta ads, a comparison between TikTok and Meta platforms was conducted. The findings indicate that it was beneficial for the brand to expand its advertising and use the TikTok platform. The comparison resulted in the following improvements when using TikTok.

  • Increase in Reach: The brand achieved a 35% increase in reach compared to the Meta platform.
  • Increase in the number of retailer link clicks: The brand experienced a significant boost with an 890% increase in the number of retailer link clicks on TikTok compared to Meta.
  • Increase in the number of retailer landing page views: The brand witnessed an impressive 825%increase in the number of retailer landing pageviews on TikTok compared to Meta.

 

In conclusion, our client’s successful utilisation of TikTok’s advertising capabilities exceeded targets and resulted in significant improvements in reach, retailer link clicks, and retailer landing page views. This case study highlights the power of TikTok as a strategic advertising platform for driving conversions and achieving remarkable results.