Most sensible 3 TikTok Advertising Case Research & Insights 2022

Most sensible 3 TikTok Advertising Case Research & Insights 2022

2022 has been one hell of a 12 months for TikTok. It is without doubt one of the fastest-growing social platforms on the earth, overtaking even Fb & Instagram, and accrued over 2 billion downloads in April 2020. No longer most effective has TikTok’s user-base grown considerably however so has the range and quantity of manufacturers who’ve flocked to get even a tiny piece of the platform. 

At  Fanbytes by way of Brainlabs, we’ve had the excitement of running with an collection of manufacturers to turn on TikTok campaigns adapted to their targets similar to Warner, Vestiaire, Burger King to extra unorthodox manufacturers similar to the United Kingdom Govt & the ACCA. 

This 12 months has posed distinctive demanding situations and alternatives for manufacturers, and we’ve created 3 unique case research that can supply perception into how we’ve helped manufacturers navigate TikTok in 2022 and the way we have been ready to collaborate and turn on blockbuster campaigns amidst its demanding situations.


Most sensible 3 TikTok Advertising Case Research for 2022:

  • 1. Idahoan Meals
  • 2. Vestiaire Collective
  • 3. Wrap Me In Plastic

1. Idahoan Meals

Something that we noticed throughout early Coronavirus considerations and lockdown measures is a noticeable upward thrust in meals content material. From the notorious viral ‘Dalgona Coffee’, banana bread, and pancake cereal, customers have been fast to run to their kitchens and assault all of those recipes with little else to do in isolation.

This offered a singular alternative for Idahoan Meals, a US rapid mashed potato logo who have been taking a look to interact a Gen Z demographic in the United States who they have got had problem connecting up to now.

To insert the emblem into the continued meals content material craze at the app, we knew that we needed to get cutting edge while additionally incorporating fashionable TikTok conventions that might lend a hand Idahoan Meals stand out and seem as natural as imaginable.

With the transient set to construct consciousness of Idahoan Meals at the platform, our answer used to be to create a two-part activation leveraging 14 influencers, which we discovered through the use of our trade main in-house TikTok analytics software, Bytesights.

For the primary activation, we mixed two of TikTok’s most efficient and magical viral components: sounds and dances. At the start, our in-house workforce created a customized sound to construct Idahoan Meals’ logo symbol, and we coupled it up with a choreographed natural hashtag dance problem the place the #mashoutchallenge used to be born.

The problem consisted of easy dance strikes which integrated the well-known Nineteen Sixties ‘Mashed Potato Dance’, making it simple and obtainable to all kinds of customers. We assured 2 million perspectives for this section of the activation, however we over delivered by way of just about 4x with a mammoth 7.6 million perspectives! Our customized sound even impressed 178 items of user-generated content material and reached an improbable 50K performs total. 

The purpose for the second one a part of the activation used to be to exhibit the product in a a laugh approach in order that customers can start to construct sure logo connotations. We knew one of the simplest ways to do that used to be to believe those that spend 24/7 growing content material within the app and know their audiences’ likes and dislikes higher than any person. So, we gave our influencers ingenious freedom to align their movies with their private logo and audiences, necessarily “making it their own.” 

The total effects from the marketing campaign have been remarkable. We have been ready to force consciousness by way of surpassing assured perspectives by way of over 700%, garnering an outstanding 14,000,000 million perspectives around the marketing campaign. 

What’s extra, our influencers movies hit a 20.13% engagement price, neatly over the a success trade benchmark of 14% for TikTok, and as an advantage, the Idahoan Meals TikTok account drove 3,700 fans following the top of the marketing campaign. 9


2. Vestiaire Collective

Style content material soared previous this 12 months and it doesn’t glance find it irresistible’s slowing down anytime quickly. We noticed Dior host the primary reside digital catwalk on TikTok paving the best way for the way forward for luxurious type, TikTok hosted their #TikTokFashionMonth in September, and family type manufacturers began to acknowledge this and allocate actual budgets to the app. 

Vestiaire Collective is an instance of a luxurious type market that approached Fanbytes by way of Brainlabs to construct a presence at the platform and discover TikTok as a channel of expansion amidst those thrilling adjustments. Vestiaire Collective is a number one international platform for pre-loved luxurious type pieces. Their purpose used to be to force consciousness round their new ‘direct shipping’ characteristic to a centered US Gen Z target market and drive cost-effective app installs, benchmarked towards Instagram.

With this transient in thoughts, we took an artistic means that mixed an natural influencer activation and paid advertisements. Paired with our data-driven influencer variety procedure using our in-house Bytesights software, we briefed our 8 influencers to create compelling creatives that integrated highly-effective CTA’s to force installs and make sure a prime conversion price. 

While we requested the influencers to put themselves as patrons, showcasing how they styled Vestiaire Collective pieces, the creatives numerous from influencer to influencer. We needed to allow them sufficient ingenious freedom to verify it remained natural to their feed so it gave the impression much less of an advert created completely to promote, successfully running with them and now not towards them. In doing so, we drove an enormous 1,000+ natural installs and a 17.5% advert conversion price. 

As a way to ship a cheap CPI, we additionally did numerous A/B checking out and took the best-performing creatives and doubled them up as paid advertisements. Our advertisements drove an additional 4,000+ installs and maximum significantly, we decreased the shoppers CPI by way of 50% when in comparison to different channels, making TikTok more practical for Vestiaire Collective than Instagram and YouTube.

The total effects have been a ways from reasonable. We drove two times the quantity of assured perspectives with an enormous 1,307,200 perspectives around the marketing campaign and Vestiaire Collective have been so astounded with the result that they determined to run a second US marketing campaign which delivered 2.6M perspectives while keeping up a an identical CPI. What’s extra, we’ve since change into Vestiaire Collective’s legitimate TikTok spouse, serving to them overcome new territories like the United Kingdom and EU while attaining record-breaking CPI’s of £0.40 within the procedure. 


3. Wrap Me In Plastic

In this day and age, it’s uncommon to peer a tune obtain final status with out going via TikTok first. On the other hand, this doesn’t imply that TikTok guarantees each and every tune viral good fortune. At Fanbytes by way of Brainlabs, we’ve collaborated with 2,000+ artists from in all places the arena and know a factor or two about learn how to marry songs and influencers to concoct the easiest recipe for roaring good fortune.

‘Wrap Me In Plastic’, a tune by way of Chromance and Marcus Layton, is an instance of a tune that took the TikTok global by way of hurricane after running with us to create a adapted means. It had already received some traction amongstst the cosplay neighborhood and surpassing 100k movies on TikTok at a gradual price. We have been tasked with in point of fact supercharging the tune globally at the platform – specifically throughout the United States, UK, Russia, Brazil & Germany.

To do that, we delivered a TikTok dance, one thing that felt natural and unique to TikTok, and activated throughout 3 key stages. We decided on extremely engaged influencer @itsahlyssa to provide a brand new catchy choreographed dance that aligned with the tune and requested her to shed it out among her following. Afterwards, we enlisted a number of different influencers to proceed the fashion, making it really feel like an actual natural trending second.

  

Due to this fact, we discovered {that a} remixed model of the tune used to be gaining traction at the platform which gave beginning to the natural #photogenicchallenge that drove a staggering 85.6 million perspectives. Rather then this, we noticed @imjoeyreed pass viral from a dance he created leveraging the remixed model and gaining 19.7 million perspectives and 1.7 million likes. After discussing with our consumer, we agreed that we must be reactive and jointly determined that our 2d activation must faucet into the recognition of this dance. 

Correctly, for the second one activation in the United Kingdom, Russia, Germany & Brazil, we decided on influencers to accomplish @imjoeyreed’s dance in difficult to understand places to encourage mass participation.

The effects from this marketing campaign utterly blasted throughout the goals. Our first activation assured 250k influencers, and we delivered by way of 9x extra with 2.1 million+ perspectives and a humongous 18.41% engagement price. This wasn’t all – we impressed 25k+ user-generated content material within the first two weeks. 

Our 2d activation in Russia, Brazil, Germany & UK assured 1.45 million perspectives, and we delivered 6x extra with 9.2M+ perspectives. We additionally noticed 1.5M+ new customers make movies at the sound for the reason that get started of the activation and accomplished an enormous engagement price of 20%. 

Those activations enabled us to fulfil the transient of ‘driving further awareness and engagement of the song on TikTok’ as there are actually 822.8k movies at the authentic sound and six.8 million movies at the remixed model. Our activation technique helped us force sustained expansion and engagement, permitting ‘Wrap Me In Plastic’ to cement itself throughout the TikTok neighborhood and revel in an actual trending second. 


Conclusion

Each and every a success TikTok advertising case find out about has commonplace threads, all of which can also be discovered throughout the 3 E’s: experience, revel in and potency. There are some actual gem stones to take from those case research however in the event you’d like to grasp extra about learn how to ship a disruptive logo activation at the app, get involved with us as of late.

Writer bio 

ABOUT THE AUTHOR

Shelly Chadha

Shelly is the Content material Supervisor at Fanbytes by way of Brainlabs, an award-winning influencer advertising company this is devoted to bringing you the newest Gen Z insights. Fanbytes by way of Brainlabs has helped most sensible manufacturers similar to Common, Missguided, Mcdonalds & youGov win the hearts of younger other folks on social media. She heads up Fanbytes’ content material technique, and her insights can also be noticed in most sensible advertising publications similar to The Drum & Speaking Affect.

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