TikTok Strategy Summary

How the Ad Council partnered with Llama Lead Gen to create one of the largest digital marketing campaigns in history.

Discover how Llama Lead Gen worked with the Ad Council to inform and educate vaccine hesitant audiences about the COVID-19 vaccine and drive traffic to reputable sources from which to conduct research in one of the largest digital marketing campaigns in history.

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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.

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Phase I

June - November, 2021

2 Campaigns

6 Ad Groups

25 Ads

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Amazon Co-branded

May - June, 2021

1 Campaign

2 Ad Groups

10 Ads

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

Campaign highlights 

$0.82

Lowest Overall CPC

$3.27

Lowest Cost Per Site Session

0.67%

Second Highest CTR

165,071

Site Sessions

$3.27

Cost Per Site Session

0:16

Session Duration

Top creatives

Video Views

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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

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Expert Videos - Dr Riley - Optimized

  • Amount Spent - $21,738

  • Impressions - 4,278,035

  • Ad Clicks - 56,613

  • CPC - $0.38

  • CTR - 1.32%

Amazon

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Brunch :15

  • Amount Spent - $65,066

  • Impressions - 12,674,702

  • Ad Clicks - 71,362

  • CPC - $0.91

  • CTR - 0.56%

TikTok post click metrics

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165,071 Website Sessions

171,979 All-Platforms Average

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2,065 FAQ Views

4,641 All-Platforms Average

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0:16 Average Session Duration

0:19 All-Platforms Average

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1.3% FAQ Conversion Rate

1.3 % All-Platforms Average

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1.5 Pages Viewed Per Session

1.9 All-Platforms Average

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Although the COVID-19 Vaccine Education campaign was still fairly new when Llama Lead Gen team was onboarded, I think it’s fair to say that we have had fantastic success with this campaign. The campaign has far and away exceeded expectations. To date, the campaign has generated $3.68M in spend, 497.7M impressions, 148.7M users reached, and 732.4K sessions to the website.

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Rasheia Harris

Digital Media Director @ Ad Council

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