Launching an advertising campaign on TikTok for an English language school: 336 applications in 1 month. ROAS 353%

Creating SMM strategy

After successfully launching an advertising campaign on YouTube for an English language school, our team recommended that the client scale their advertising campaign on TikTok. Due to the positive results of the previous campaign, the client entrusted us with the development and implementation of a new strategy.

$992,09

budget used

336

total applications in the advertising cabinet

$2,95

average application cost

3 671

number of clicks

9,15%

CTR

Details

GEO

Europe

Target audience

Men and women, from 18 years old, who are interested in learning English, business managers, business partners

Niche

Language school

Details and results of our previous work on YouTube, which became the basis for the expansion to TikTok, are available at the link.

Task

Client: online English language school
Goal: increase the number of students
Traffic: TikTok Ads
Planned budget: 40 000 UAH/$1081
Duration: 1 month

Work progress

Problem statement and client analysis

After successfully launching a YouTube advertising campaign for an English language school, the client decided to scale their marketing efforts using the TikTok platform. The main goal was to increase student enrollment by attracting new leads through TikTok Ads. Goal: Increase the number of students through TikTok Ads.

Adaptation of the strategy for TikTok

Taking into account the successful experience on YouTube, our team adapted the marketing strategy for TikTok. An important aspect was the integration of the platform's unique characteristics into advertising creatives.

Scripts and terms of reference for creatives

We developed scripts for the video shoot based on two key offers: “for 2 months -70%” and ‘30 buy and 30 free’. These offers were adapted to the TikTok format to create native and engaging videos.

Preparing creatives with bloggers and editors

We prepared detailed technical assignments for bloggers with whom we had previously collaborated and editors. The assignments took into account the interests of the target audience and the peculiarities of TikTok to ensure that the creatives met the platform's standards and attracted maximum attention.

Launch and optimization of the advertising campaign

We promptly launched advertising campaigns, ensuring their effective operation. The main focus was on constant optimization of indicators: tracking conversions, cost-per-application, and analyzing the effectiveness of creatives.

Testing new hypotheses and video formats

In the process, we actively tested various video formats, including changing angles, lighting and presentation of information. This allowed us to determine which approaches best engage the audience and maximize conversion.

Working on a project to launch an advertising campaign

Given the success of the previous advertising campaign on YouTube, we adapted and improved our strategy for use on the TikTok platform. Our team focused on a thorough analysis of the target audience and the features of TikTok to ensure that the creatives and content were maximally consistent with the needs and interests of potential students.

Scenarios for shooting creatives: we chose two key offers – “for 2 months -70%” and “buy 30 and get 30 as a gift”, adapting them to the style of the TikTok video. This is important, because the more native the advertising, the higher the chance of retention and conversion by the user.
Terms of Reference for bloggers (with whom we previously collaborated) and editors: We prepared detailed terms of reference for creating creatives, focusing on the specifics of the target audience and the features of the TikTok platform.
Preparation and launch of advertising campaigns: We effectively launched advertising campaigns, constantly adjusting them to optimize performance.
Testing new hypotheses and video formats: We experimented with different video formats, including changing angles and lighting, to determine which approaches best attract the audience. We analyzed the reactions and performance indicators for these formats, determining their impact on engagement and conversion.

TikTok Promotion Results

Key results

$992,09

budget used

336

total applications in the advertising cabinet

$2,95

average application cost

3 671

number of clicks

9,15%

CTR

Work Period: 2023.10.01 – 2023.10.31
Budget Spent: 36 000 UAH/$992
Budget Used: $992.09 = 37401.79 UAH
Total Applications in the Advertising Cabinet: 336
Average Application Cost: $2,95 (111,31 UAH)
Number of Clicks: 3671
Site CTR: 336/3671*100=9,15%

Advertising Cabinet Review

Conclusions

This project illustrates the high efficiency and effectiveness of our integrated marketing strategy, which covers both YouTube and TikTok. Building on the success of our previous YouTube campaign, we expanded our strategy to include TikTok, which significantly increased the school’s online reach.

Our efforts resulted in 336 submissions with an average cost per submission of UAH 111.31, and the site’s conversion rate was 9.15%. Our work with bloggers and innovative approaches to creating creatives and video formats further enhanced the campaign’s effectiveness. As a result, the school received $3,500 in revenue, which amounted to a 353% return on investment.

This project demonstrates that an adaptive, dynamic approach to social media marketing, focused on specific needs and client characteristics, can lead to exceptional results. A clear understanding of the target audience and effective use of the budget ensured a high level of ROI and increased the number of students at the school.

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