TikTok Marketing Case Study: How We Achieved 165K Website Sessions With a $0.82 CPC

0.67% CTR

$0.82 CPC (Cost-Per-Click)

0.67%

CTR

$0.82

CPC (Cost-Per-Click)

Llama Lead Gen leveraged TikTok’s video creation and viral potential to educate vaccine-hesitant audiences on the COVID-19 vaccine in one of the largest digital marketing campaigns in history.

TikTok may only be ranked 6th globally in terms of total users however, in terms of growth, TikTok is absolutely dominating every social media platform across all generations – not just Gen Z and Millennials (even Boomers are adopting TikTok at a faster rate than any other platform). This modern video creation platform not only provides its users with easy to use tools to create professional content – its algorithm is specially designed to measure engagement and weigh it over other attributes (like follower count) making it one of the easiest platforms to go viral on.

"Llama Lead Gen delivered over 66 million impressions and maintained an efficient click-through rate on their delivered media, allowing the platform to be a top-3 traffice-driving platform for the Advertising Council."

Hunter Mejaly

Senior Account Executive @ TikTok

Why TikTok was critical to this campaign

TikTok is the fastest growing social media platform for Gen Z and millennial audiences and was therefore essential to add to the overall marketing mix for this campaign. Overall campaign performance/engagement was higher than expected across our broad categories of young adults and conservative audiences. In fact, TikTok was the highest overall performing channel in the strategy.

Phase 1

June - November, 2021
2 Campaigns
6 Ad Groups
25 Ads

Amazon Co-branded

May - June, 2021
1 Campaign
2 Ad Groups
10 Ads

Story Ads

Four variations of TikTok Story Ads were produced in 30 second spots; Let’s get back in the game – displaying our desire to get back into our recreational activities, general creative displaying healthcare workers and first responders, and a black lifestyle ads featuring African Americans in various everyday activities.

Overall campaign performance and ROI

$550,000

Budget

103,862,151

Impressions

$5.29

CPM (Cost-Per-Thousand Impressions)

$0.18

CPV (Cost-Per-View)

0.35%

VTR (View-Through Rate)

$0.82

CPC (Cost-Per-Click)

0.67%

CTR (Click-Through Rate)

165,071

Site Visitors

1,920

FAQ Clicks

TikTok Marketing Campaign highlights

$0.82

CPC

Lowest across all channels

$3.27

Cost Per Site Session

Lowest across all channels

0.67%

CTR

Second highest across all channels

Llama Lead Gen is an incredible asset to our Ad Council team. LLG is super reliable and always there to answer any questions that we had throughout the process. All of our campaigns are successful. Because of Llama Lead Gen's management of the media - we spent our budgets in full, had low CPMs and reached our objectives.

Laurie Keith

VP of Media, Social & Emerging @ Ad Council

Best-performing TikTok creatives

Video Views

Young Adults – Kat and Cal :30

Amount Spent – $73,299
Impressions – 11,972,040
Ad Clicks – 60,793
CPC – $1.21
CTR – 0.51%

VidMob

Expert Videos – Dr Riley – Optimized

Amount Spent – $21,738
Impressions – 4,278,035
Ad Clicks – 56,613
CPC – $0.38
CTR – 1.32%

Amazon

Brunch :15

Amount Spent – $65,066
Impressions – 12,674,702
Ad Clicks – 71,362
CPC – $0.91
CTR – 0.56%

TikTok Marketing Case Study: How We Achieved 165K Website Sessions With a $0.82 CPC

Llama Lead Gen leveraged TikTok’s video creation and viral potential to educate vaccine-hesitant audiences on the COVID-19 vaccine in one of the largest digital marketing campaigns in history.