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.
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
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
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
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.
Rasheia Harris
Digital Media Director @ Ad Council
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