TikTok Marketing Case Study
Discover how Llama Lead Gen took advantage of the video creation ability and virality potential of TikTok to inform and educate vaccine-hesitant audiences about 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.
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 I
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 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.
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 traffic-driving platform for the Ad Council.
hunter mejaly
Senior Account Executive @ TikTok
Overall results
$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
$3.27
Cost Per Site Session
1.34
Average Pages Visited
0:16
Average Session Duration
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
All of our campaigns were successful. Because of Llama Lead Gen's management of the media - we spent our budgets in full, had low CPMs and reached our objectives. They were our teammates through and through.
Laurie Keith
VP of Media, Social & Emerging @ Ad Council
Top 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 post click metrics
165,071 Website Sessions
171,979 All-Platforms Average
2,065 FAQ Views
4,641 All-Platforms Average
0:16 Average Session Duration
0:19 All-Platforms Average
1.3% FAQ Conversion Rate
1.3 % All-Platforms Average
1.5 Pages Viewed Per Session
1.9 All-Platforms Average
Are you ready to take your TikTok digital marketing campaigns to new heights?
Do you have revenue goals to meet? Launching a new product?
Do you lack the bandwidth to develop a holistic marketing strategy on your own?
The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.
