Case Study Hot TikTok Test - Case Study

[adgrow]

Hi ,

Hope you are all back from winter break and up to speed. Time for soak up new knowledge, try new thing and share the results of your work.
This time we wanna share a case study based on the test our R&D team ran not long before NY

WHAT WE RAN WITH:​

• Source: TikTok
• Target: Male 35+
• Geo: USA
• Advertise period: 12 days

IDEA​

The idea of this funnel was to heat up the user's interest, before they land on the product page. We were looking for a simple, fun & game-like funnel with a clear logic and message, as based on our experience it is giving a way better conversion rate. We decided to start out strong and exploit a spicy topic - kamasutra positions - we knew our target audience would like and be interested in.

As we started exploring the idea and building mechanics of this funnel we had some doubts as we wanted to run it on TikTok and were not sure if TikTok would let it through. But it did. And it was a blast!

We offered a user a simple game to find out what kamasutra position he likes and if a random girl on the platform likes them too or not. We show a number of kamasutra positions asking a user to reply if he likes this position or not, the user also sees the girl’s preferences and at the end we offer the user to find the girl he was playing with on our platform.

LGT PAGE

We believe that the LGT page plays a very important role on how the whole funnel is performing. So the content and the text on this page should be clear & somewhat intriguing so the user would be interested in moving further.

We used a simple and pretty straightforward message on the LGT page + it is always important to show girls’ photos - this works as an emotional trigger and hints the user that this is one of the girls that he can later meet on the platform, motivating a user to finish the quiz. We ran a carousel of girls’ photos, designing it like the platform is picking up the girl you will play with.

LGT page conversion rate - 47.2% ( amazing result, especially when compared with our usual LGT conversion rate of 25-30%).

FUNNEL BODY

We did not use any explicit images or photos and used illustrations instead. All we really aimed at is to heat up our audience’s fantasies and at the same time prepare the user for real communication with the real women.

CREATIVES

We utilize the same approach every time - testing a more general creative a broad message like “meet a soulmate/right girl for you” against a more relevant one that reflects the funnel idea. In general a more broad creatives are performing quite well for us, but in this case it did not as you can see from the numbers.

We believe it happened because the general creative did not provide any hint on the game or quiz that we ask users to undertake in the funnel - so the user had this gap between finding a soulmate and playing a game.

Creative 1 - $37 per registration, no good.
Creative 2 - $9 per registration for the initial test - quite a good result.

RESULTS​

The second creative in a longer run showed the following results: 64% CTR & $7 per registration, while LGT-page shows 47% CTR.

​

CONCLUSION​

This funnel was quite a surprise - it performed unexpectedly well. Better than most of our tests.

Key conclusions:

• Use simple clear idea;
• Consistent message of creatives and LGT that is coherent with funnel idea;
• Do not be afraid to test your ideas, explore formats that will allow you to pass though platform compliance rules;
• If something does not work - do not cancel the whole idea right away, try to find the reason, there might be an unexpected or quite obvious reason for that. Something that you might fix easily and revive your whole funnel. We’ve shared how we altered creatives and texts and improved metrics and made a funnel work - check it out in our blog;

Disclaimer: The budget of each test we run is at least $2000.

As usual, we would love to hear your thoughts on the case & your feedback and experience with TikTok

 

[HulevoMarketing]

Really interesting, however i miss the part of how you promoted it inside TikTok, for example what kind of creatives did you used and which placement, and did you promoted a website where they could place the game? or a app? And how did it work for the dating brand owner, did they also had a positive ROI ?

 

[yasslife]

what landing page builder did you used please ?
is it a PPL or PPS offer?
did you used any cloaking service or not
Thanks

 

[adgrow]

Really interesting, however i miss the part of how you promoted it inside TikTok, for example what kind of creatives did you used and which placement, and did you promoted a website where they could place the game? or a app? And how did it work for the dating brand owner, did they also had a positive ROI ?

Hi! Thanks for your interest Sorry for the slight delay with the answer.

We run it as TikTok ads, and promoted website. The user gets to the game straight from the creative. You can see the creatives we used in the case (Creative 2 - worked much better). The landing (game) then leads user to the website we promote.

Although the funnel did quite well, it was not the best-performing funnel for brand owner. We believe the reason might have been a slight gap between the funnel idea and what user sees on the actual website (mainstream dating). However, we need to take into account that this was a test funnel the goal of which was to test the idea and funnel mechanics - this worked quite well.

Let me know if I answered your question

 

[adgrow]

what landing page builder did you used please ?
is it a PPL or PPS offer?
did you used any cloaking service or not
Thanks

Hi! Sorry for the delay! Thanks for your interest

- We have an in-house team that designs and develops the funnel.
- it was a PPL offer
- no, we did not

 

[HulevoMarketing]

Hi! Thanks for your interest Sorry for the slight delay with the answer.

We run it as TikTok ads, and promoted website. The user gets to the game straight from the creative. You can see the creatives we used in the case (Creative 2 - worked much better). The landing (game) then leads user to the website we promote.

Although the funnel did quite well, it was not the best-performing funnel for brand owner. We believe the reason might have been a slight gap between the funnel idea and what user sees on the actual website (mainstream dating). However, we need to take into account that this was a test funnel the goal of which was to test the idea and funnel mechanics - this worked quite well.

Let me know if I answered your question

and maybe also the age of the leads?

 

[adgrow]

and maybe also the age of the leads?

Hi! We target male audience 35+.

 

[HulevoMarketing]

Hi! We target male audience 35+.

Hmm oke interesting. And regarding the creatives, didnt you not burned through them like crazy? i heard some big brands in the dating market telling me they were also trying it, but the creatives burned out so quickly, that you literally needed hunderds of creatives a month to keep a healthy signup ratio vs the spend

 

[adgrow]

Hmm oke interesting. And regarding the creatives, didnt you not burned through them like crazy? i heard some big brands in the dating market telling me they were also trying it, but the creatives burned out so quickly, that you literally needed hunderds of creatives a month to keep a healthy signup ratio vs the spend

This might be the case with longer-period campaigns and with much higher budgets. What we do is a really small test compared with big brand campaigns. So over a period of 12 days with the limited test budget we did not really notice that creatives burn out fast.

 

[JackHuey]

Interesting sharing, thanks!!