Find out how our paid social experts prepped our household name appliance brand for Black Friday 2022, securing a 153% increase in revenue for peak period, and 4,464% more TikTok followers for year-round engagement!
ClickThrough have been working with a leading name in the home appliance sector since July 2021 to grow performance and conversions using Paid Social advertising. The brand’s marketing team are always keen to try new things, and we heavily focus on a test-and-learn strategy in our partnership with them.
We want to strive for continual growth for all our clients, however, ever-changing environmental factors make growth more challenging throughout the year. We saw economic instability, the cost of living crisis, governmental volatility and the ongoing conflict in Ukraine - each contributing to a reduction in consumer confidence. With this in mind we needed to ensure our marketing tactics were recession-ready, with ROI at the forefront of our goals. We needed to ensure that we could deliver strong results, while being efficient with budget, and still grow company targets.
Our client wanted to use TikTok to grow brand awareness, tapping into the ‘CleanTok’ audience on the channel. They also wanted to harness their existing strategy on Facebook, to increase revenue directly through the platform.
We were set objectives to;
- Grow their following and engagement on TikTok,
- Improve their conversion rate and ROI on Facebook ads,
- Improve ROI and ad spend.
To meet our challenge of growing an audience on TikTok and driving sales through Facebook, we approached the task from three angles;
- Working in tandem with organic social to improve their following,
- Identifying new audiences and strategically separating campaign spend to be more specific,
- Harnessing new ad types to drive sales in our Facebook campaign.
Targeting the right audiences
To tackle challenges brought on by the cost-of-living crisis, we prepared for 2022’s peak using the learnings we’d gathered from our 2021 activity, while advancing our strategy to include advanced audience profiling that would help us maximise returns from our media spend. To ensure we were keeping our client’s strategy as bespoke as possible, we tested;
- Different formats
- New audiences
- A range of their products
- Along with new platform features.
We also looked at new campaign spend separations, allowing us to be product-specific and hyper-strategic when it came to pushing content and code-redemptions to different audiences.
Using an integrated social strategy to grow brand engagement
TikTok is the world’s most rapidly growing social platform, partly down to its unique nature. To run a successful TikTok ad campaign, there must be a strong organic social strategy in place, along with a vast supply of organic content to promote.
We worked closely with the brand themselves on a joint paid and organic activity plan. We advised the client on best practices, as it’s recommended to “make TikToks, not ads” on this platform. It’s also important to build for sound-on – which is different to other social platforms, where you would normally build for sound-off but entice with sound-on.
Driving Revenue with A/B Split Testing
Initially, on Facebook we were running with frame overlays on our dynamic ads. Following the launch of Meta’s Dynamic Elements selection within a Catalogues Sales campaign, we wanted to put this to the test to judge if it was a feasible option for our campaigns.
We ran an A/B split test to understand if there would be an uplift in performance between the two ad formats and split this across both our prospecting and retargeting ads.
We met our objectives for this industry-leading home appliance brand in all areas, driving significantly more conversions in their peak period along with securing an exceptional level of follower growth that will ensure long-lasting engagement with their organic activity.
With the paid & organic social approach, we;
- Grew their TikTok following by 4,464%, from 298 followers to 13.6K.
- Secured a 10,002% increase in page likes.
Providing them with a significantly larger, and more engaged, audience - an ideal basis for going into Black Friday.
A/B Split Testing
Having split tested across both our prospecting and retargeting audience, we found;
- The new Dynamic Elements format secured 35 purchases in our retargeting campaign, while the original Frame ads secured none.
- Dynamic Elements delivered 600% more conversions than Frame ads in our prospecting campaign, at an 86% lower CPA.
- Saw a 43% increase in CTR on the Dynamic Elements posts for Prospecting and 24% increase for Retargeting.
We have now paused all our Frame ads, running only with the new Dynamic Elements format.
Strategic Campaign Splitting
Using the larger audience, and the learnings from our ad format tests, we were able to begin our Black Friday activity with new best practices firmly in place.
Our strategic splitting of campaigns into product types and integrating new audiences, seasonality, and product redemption codes for Black Friday, achieved fantastic initial results;
- 108% increase in GA ROI YoY
- 153% increase in GA revenue
- 22% increase in GA transactions
This set a solid baseline strategy we could build on with our experiments in new ad-types, and take forward into our year-round activity.
Find out how our paid social specialists can generate conversions from Facebook, TikTok, and more.