TikTok advertising objectives and strategies, with proper utilization, could bring remarkable results. TikTok owns a large number of Gen Z and Millennials users. The Hootsuite Digital 2021 report collected from the iOS and Google Play stores also shows that TikTok is second only to Tinder when it comes to the amount of money spent by consumers on the platform. foundation. All of them prove that TikTok is a “golden land” that businesses and brands cannot miss.
Below are the 3 most popular advertising objectives on TikTok. Considering those if brands want to use this platform for advertising strategies, and reaching users!
1. Awareness objective – Attraction from authentic experiences
One of the typical examples of increasing brand awareness introduced by TikTok itself on its homepage is the campaign of cosmetics company MAKE UP FOR EVER when launching its Watertone line of foundation products in France.
To introduce new products, MAKE UP FOR EVER cooperated with Agency Labelium. They launched a 2-phase campaign on TikTok. The first one is awareness increase and the second is discussion increase among target customers.
First, the agency selects the right local KOLs and creates native-feel content. Native-feel content is users’ actual experience of the product and promotes these videos with In-feed Ads – integrated content uploads the video to the user’s “For you” feed. Next, Labelium used TikTok’s newest form of e-commerce advertising: Collection Ads – Collection Ads. The ads displayed product tiles and allowed users to click through to the Instant Gallery Page. After that, TikTok users could shop right on the platform without ever leaving the app.
As a result, in just 3 weeks of implementation (from May 31 to June 22, 2021), MAKE UP FOR EVER’s campaign generated more than 11 million impressions and 10 million video views throughout France. MAKE UP FOR EVER received a 94% increase in conversion rate and a 51% decrease in ad costs.
The “launching” JBL headphones by Agency SKYPERRY is also a good example of a successful brand recognition campaign on TikTok. By cleverly integrating products with trends that are trending on TikTok, SKYPERRY has made it easy for JBL to spread new product images to young users in the most natural way. In addition, to optimize the message for the brand, SKYPERRY ensures the content always meets 3 points:
- Catch the trend from the first 3 seconds
- Each video only talks about 1 type of content – 1 call to action
- Optimize content from 15s -60s
These points are crucial to ensure campaign transparency and synchronization between the huge number of videos per day on TikTok.
2. Sales boosting objective- Stimulate the shopping experience
Advertising campaigns to increase sales usually focus on two main key metrics: click-through rate (CTR) and reach (CPM). The content for these campaigns needs to stimulate a sense of interest, engaging enough to lead viewers to purchase action. The content about the authentic experience of product features is also often fully utilized by brands for this purpose.
A few brands in Vietnam have achieved certain success in increasing revenue on TikTok. One example could be the campaign to promote buying and selling used motorbikes on the OKXE platform. To increase revenue and increase mobile app downloads, OKXE uses TikTok’s In-feed Ads. Its potential target range is from 18 – 44 years old. In particular, OKXE used TikTok Ad Manager’s creative toolset to create advertising content that combines images and sounds. This helped promote audience interaction. The campaign achieved a conversion rate of 18%, driving viewers to download the app. OKXE’s ads also captured the audience’s attention – achieving an average viewership rating of 3.1s/8s. As result, OKXE got a better position on the mobile app ranking.
3. Brand love objective – Impressions from the brand’s features
As the last step of the customer care cycle, campaigns to increase brand love or loyalty from customers normally cannot be done temporarily, raid with a few short videos.
Bobby, the baby diaper brand, has also taken full advantage of the TikTok platform to increase brand trust with a loyal fan base by launching the TikTok Branded Hashtag Challenge campaign.
Using the Branded Effect function with the hashtag #LungXinhLiLac, Bobby activated a campaign with a series of videos with famous hot moms and encouraged mothers or babies from 3 months to 3 years old to join the challenge: Make a peace sign that mom and baby can make a trip through space. Or make an “OK” gesture to walk through the joyful forest together. In both situations, the Bobby Chan mascot will appear with a cool breeze, demonstrating the main function of Bobby diapers: helping to keep the baby cool while comfortably playing daily activities.
To increase the reach and virality of the challenge, Bobby uses In-Feed Ads and Brand Takeovers and increases the appeal of the Banner and hashtags on TikTok’s Explore. With 78,000 engagement videos with nearly 300 million views and 17.6 million reach, Bobby has created a successful campaign on TikTok while helping countless users create beautiful memories between themselves and their friends and children.