Promotion of goods on TikTok. Launching advertising for a product business

Promotion in TikTok

An online store owner contacted our company with a request for conceptual Bluetooth speakers. The client used to drive traffic from Facebook, but in order to scale and look for a new audience, he decided to try a new traffic source. We are working under an NDA, so we won't disclose the name of the store.

$2 100

advertising budget

2 119

number of registrations

$1,02

the application price is on the website

40%

conversion to sale

Details

GEO

CIS

Target audience

Men and women who are interested in music and portable speakers

Nisha

Online store

After studying the target audience and competitors, we came to the conclusion that we needed to launch video marketing. It is this format of advertising that will help to show the diversity of our client’s assortment and evoke the necessary emotions in consumers, because the product is non-standard and must find its buyer.
Пример продаваемого товара
Товар в коробке
Currently, there are two platforms that can be promising for lead generation in this format – YouTube and TikTok. Taking into account the specifics of the assortment and the portrait of the target audience, we decided to promote on TikTok.

We would like to immediately dismiss the objections about TikTok being for children. According to Mediascope data, more than 25.6% of the platform’s audience is in the 25-34 age segment, and 19.1% is 35-44 years old. Given the age of the audience, TikTok definitely has solvent adult customers for most business areas.

The challenge

Client: an online store of Bluetooth speakers
Goal: application on the site
KPI: 1500 applications up to $1.20
Advertising format: on the landing page

Work progress

Analysis and strategy

We worked out a portrait of the client's target audience. Studied competitors and their strategies. Developed a promotion strategy on the TikTok platform, focused on video marketing and emotional engagement.

Developing and coordinating creatives

Developed scripts for advertising creatives based on TikTok trends. The client created 5 video creatives to our specifications, reflecting key emotions and trends. We identified key themes for the creatives, such as “past tense”, “hard to stop”, and “top gifts”.

Setting up and launching advertising campaigns

Set up a TikTok pixel on the client's website to track conversions. Selected ad campaign goals optimized for the conversion event. Launched a test ad campaign with multiple audiences and placements.

Optimization and management of advertising campaigns

At the end of the test campaign, turned off ineffective audiences and ads. We ran advertising campaigns, adjusting bids to increase efficiency. Weekly analyzed new settings of the TikTok advertising cabinet to adapt campaigns.

Expert comment

TikTok's advertising account is very dynamic. Every week, new settings appear in it, so a different strategy is developed for each project. This helps to take into account all the factors when starting the promotion.

Stages of work on a project for a commodity business

The process of setting up and launching a campaign. Audiences

The advertising goals were immediately optimized for the conversion event. Before the launch, we put a TikTok pixel on the website. For the conversion rule, we set the user to visit the “Thank you” page.

Advertising creatives

According to our terms of reference, the client created 5 variants of video creatives that corresponded to the described strategy. It was based on demonstrating the product through emotions, which were played out in several TikTok trends.

The best response from the audience was for the videos that showed emotions in contrast. The “past tense” trend was used to show how and what kind of music was listened to in the 70s and 80s. Users were attracted by timeless hits, interesting images, and player options (tape recorders, first players, etc.).

The second place was taken by the “hard to stop” trend, which vividly shows most of the models that are hard to resist. Several videos about the top gifts, technologies and must-haves for parties, etc. were in third place in terms of popularity.

Results of product promotion on TikTok

Key results

$2 100

advertising budget

2 119

number of registrations

$1,02

the application price is on the website

40%

conversion to sale

Here are the results of our test advertising campaign on TikTok:
Скриншот рекламного кабинета

Advertising budget: $2 100
Number of registrations: 2119
The application price is on the website: $1,02
Conversion to sale: 40%

The main advertising campaigns yielded good results. A total of 2119 applications were received on the website (filled shopping carts). Taking into account the “garbage” applications, the conversion to sales on the website was 40%.

The client was satisfied with the results of the test campaign because the traffic showed its payback. We offered to continue running ads on TikTok for this project. The next stage of advertising scaling, which we planned to reach, is a volume of 4000 applications per month.

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