Our plan was to set up the account for success and enable us to gather maximum data to evolve the strategy – using 5% of Marmalade’s media spend over a three-month period.
We collaborated with Marmalade’s creative team, advising on how to develop scroll-stopping TikTok creative. This meant focusing entirely on vertical videos inspired by native TikTok trends. We also split-tested branded assets versus native User-Generated video creative.
Next, we needed a strategic audience testing plan. We used learnings from Facebook Ads and Google Ads, however TikTok offers fewer niche targeting opportunities and no previous conversion data.
Therefore, until the Pixel was seasoned, we decided to split-test niche audiences and broad targeting. Broad ended up working well, by targeting most users aged 17 leveraging TikTok’s algorithm to find the lowest-cost opportunities.
During the campaign, we split-tested Video View and Traffic objectives to find which option increased awareness but also drove meaningful ad engagement. We also tested new creative regularly – we found that playing on TikTok native features, such as overlaid text and music worked well – and that ads with a sense of humor resonated with our target audience.