Challenge
Countdown wanted to showcase their fresh offering, but in a way they have never done before!
Targeting youth audiences, 18-34, we knew just telling people they have fresh produce instore wasn’t going to cut it.
So, they challenged us to demonstrate their fresh credentials in a way that was fresh, relevant and engaging for Kiwi youth.
Solution
With the increasing penetration of TikTok in NZ, this is where we needed to play. The problem was, the client was TikTokaverse, resulting in all prior proposals from their network of media agencies being declined.
We needed a different approach. So, we worked directly with TikTok to build a tailored campaign; outlining the engagement and reach opportunities, media efficiencies and fit for purpose content to cut-through the clutter.
And… they loved our approach, resulting in Countdown signing off their first ever TikTok content and trailblazing the way for the Australian market (first TikTok campaign before Woolworths).
The results exceeded even our initial projections and are paving the way for TIkTok to be adapted into the ’always-on’ channel strategy for social.
Results
TOP VIEW: 1.4M VIDEO VIEWS & 4.85% CLICK THROUGH RATE IN ONE DAY!
- •Recached 543K Kiwis in one day, at a frequency of five and CPM of $6.
- •We were expecting to reach 260K people per day within the framework, based on TikTok’s benchmarks
- •The content received 78K clicks, at a CTR of 4.85% - meaning that our audience found the content engaging, fit for purpose/platform and relevant
- •Total video views was 1.4M and 43K completed views for the whole video, at a VTR of 2.63% . Once again, a strong result within a fast paced and skippable digital environment
IN FEED: SMASHING FACEBOOK BENCHMARKS
- •Reached 340K at a spend of $1,050. This has resulted in an efficient cost per 1,000 people reached of $2.83
- •To put this into perspective, the current Facebook CPM is on average sitting at the lowest of $4-$5 and the benchmark for TikTok is $2.30-$3.50
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