Hooked on Phonics increased profitable daily ad spend by 100% and decreased blended CPA by 30% on TikTok.
The Challenge
A renowned subscription-based childhood education brand, Hooked on Phonics, confronted a formidable marketing challenge. Despite its long-standing reputation in the industry, the brand sought to improve their digital marketing performance on the TikTok. The company's objectives were multifaceted: they aimed to diminish Cost per Acquisition (CPA), design more compelling creative content, and skillfully optimize and escalate their campaigns.
The Solution
In response to this complex challenge, we devised a multi-pronged strategy. At the heart of our solution was a comprehensive User-Generated Content (UGC) initiative. We turned to creators to acquire authentic and engaging content that not only showcased the subscription's unique benefits but also resonated with TikTok's user base. This innovative approach facilitated the optimization and scalability of our campaigns.
Structured also embarked on an intensive creative testing journey. Within a single month, we undertook the rigorous testing of over 15 unique creatives, each featuring varied hooks, music, Call-to-Actions (CTAs), and text overlays. Our data-driven analysis led us to identify several 'victorious' creatives that substantially reduced their blended CPA via TikTok.
In the spirit of continuous improvement, we further refined these successful creatives. Minor tweaks in elements such as music, text overlays, and CTAs not only enhanced the content's appeal but also drove higher conversions at reduced CPAs. This strategic iteration was instrumental in supporting our scalability objectives.
Finally, to ensure seamless integration with TikTok's user experience, we leveraged TikTok Spark Ads. These native ad formats allowed us to weave Hooked on Phonics' benefits into users' feeds subtly, resulting in remarkably low Cost per Click (CPC).
Results
In just a single month, Structured successfully augmented the brand's profitable ad spend by an impressive 110%, scaling from $500/day to $10k/day. Simultaneously, our strategic measures led to a substantial 40% reduction in BCPA, marking a significant stride towards Hooked on Phonics' original goals.
110%
40%
$10k/day
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