Hooked Coolers, a company that sells coolers, was seeking to diversify its marketing efforts and reach untapped audiences through the social media platform TikTok. They had been using the platform Meta for their marketing, but after the iOS14 update, they experienced instability with the platform, leading them to decide to move their budget away from it. In order to be successful on TikTok, Hooked Coolers recognized that they would need to create content that was specifically tailored to the platform and its users, as their previous content had not been able to generate the desired results. They hoped that by creating new content for TikTok, they would be able to engage with users and ultimately drive sales of their coolers.
We established a strategy that didn't solely focus on generating in-platform conversions. As the AOV is around $250, we knew that users on TikTok wouldn't purchase straight away. So we leaned on focusing on the lower priced point products to get users to the website. This lead to users from TikTok spending 40% longer on-site compared to FBIG traffic. Website adds to carts were 20% cheaper on TikTok compared to FBIG. Customer new visits were 50% cheaper than FBIG. Overall, our efforts on TikTok were successful in driving website traffic and engagement, and we were able to do so at a lower cost compared to other sources.